Marketing 12 and 13 – Flashcards
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In a promotion mix, ________ performs the functions of building a good rapport with entities outside the company, building up a good corporate image, and handling unfavorable rumors and events.
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public relations
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ColaBlue, a soft drink manufacturer, is sued by an environmental group for not meeting certain safety standards in its waste disposal. ColaBlue remedies the problem by adding higher-grade filters and purifiers. Which of the following actions by ColaBlue would constitute a public-relations effort to address the effects of the lawsuit and the consequent damage to its brand image?
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holding a press conference to explain the remedial steps that ColaBlue has taken
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In a promotion mix, ________ occurs when a firm's sales force makes individual presentations to consumers for the purpose of promoting sales and building customer relationships.
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personal selling
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Tilt Entertainment, a gaming design firm, has developed a new game called World Below. In order to get wider distribution, Tilt participates in the Gaming Entertainment Expo, which is attended by both sellers and consumers. Tilt sends a team of representatives for game presentation and negotiation and a team of professional gamers to showcase World Below at the Expo. The company also sends a team to sell its other games to consumers at the Expo. Which promotion mix tool has Tilt used in this scenario?
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personal selling
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Dazed is a bar which mostly plays trance music and has a dedicated day every week for local bands to perform. To build strong customer relations, Dazed sends text messages to customers, telling them about happy hours, bands playing that week, dedicated genre nights, and other activities. Which of the following promotion mix tools does Dazed employ to reach target customers in this scenario?
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direct marketing
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In a promotion mix, ________ involves personally connecting with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationships.
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direct marketing
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Which of the following is true of consumers in the new marketing communications model?
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They are better equipped to find product and brand information on their own.
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Which of the following is an effect of the advancement of technology on marketing?
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Consumers rely less on marketer-supplied information than in the past.
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Which of the following is an example of narrowcasting using advertisements?
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showing ads for diapers to would-be mothers in hospitals
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Which technique is used by firms to deliver a unified and consistent image about their organizations and brands to consumers?
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integrated marketing communications
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Which of the following is true of marketing strategies that are being developed in the new marketing communications model?
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They are more targeted, social, and engaging.
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Which of the following is true of advertising in the new marketing communications model?
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Advertisers are increasingly shifting toward digital media.
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Which of the following is a function of an integrated marketing communications system?
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delivering a consistent message on the product to each brand contact
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Which of the following promotion tools would best reach a geographically dispersed mass audience in a short period of time?
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television advertising
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Which of the following is a shortcoming of advertising?
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It only provides one-way communication with customers.
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Which of the following types of promotion tools requires the most interaction with a customer?
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personal selling
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Which of the following promotion tools will most likely make a consumer feel the need to listen and immediately respond to a seller?
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personal selling
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Which of the following is true of personal selling?
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It is the most expensive promotional tool for companies to utilize.
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A company that offers an early bird discount to the first fifty purchasers of a new product is using the promotional tool of ________.
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sales promotion
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Which of the following is most likely a difference between advertising and sales promotions?
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Advertising is an invitation to buy the product, while a sales promotion is an incentive to buy the product immediately.
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A company which uses a press release to explain the resignation of a former CEO is using ________ to maintain its brand image.
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public relations
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Which of the following is true of public relations?
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It is not a sales-directed form of communication.
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Which of the following is an example of a combination of sales promotions and direct marketing?
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a company sending an e-mail to a customer about a discount on a product during a holiday season
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Which of the following is true of direct marketing?
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It is suited for highly targeted marketing efforts and for building one-to-one customer relationships.
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A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.
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direct marketing
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Which of the following promotion mix approaches involves a producer promoting a product to different channel members who in turn promote the product to customers?
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a push strategy
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A ________ strategy involves a company spending a lot of money on advertising and promotion to induce consumers into buying the product by creating a demand vacuum.
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pull
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Pearl Sands is a resort in the town of Willington. It attracts the maximum number of customers in the summer. In the spring, Pearl Sands sponsors shows on TV and puts up billboards in Willington and the surrounding towns. The billboards advertise Pearl Sands as an ideal holiday spot, whether for a weekend getaway in the summer heat or for a family vacation. This is an example of a ________ strategy.
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pull
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Which of the following is the first step in developing an advertising program?
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setting advertising objectives
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________ advertising is used heavily when introducing a new product category.
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Informative
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The objective of ________ advertising is to build primary demand.
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informative
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Inglast, a chocolate producer, is faced with a class action suit when customers find pieces of plastic in boxes of cocoa powder. Inglast settles the case and then releases an advertising campaign to show the new and improved safety seals on all containers of cocoa powder. Which kind of advertisement has Inglast most likely used?
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informative
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The primary objective of ________ advertising is to build selective demand.
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persuasive
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________ advertising would most likely result in advertising wars between competitors.
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Comparative
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________ advertising primarily maintains brand relationships and is important for mature products.
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Reminder
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Zephyr Inc., an electronics manufacturer, wants to enter the commercial tracking device market with its latest product, FindIt. Unlike other tracking devices, FindIt is very small and relatively cheap, but it can be used only within small areas as it has a low detection-range. Which type of advertising would be best for FindIt?
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informative advertising
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Which statement is most likely true about the affordable method of setting an advertising budget?
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Spending on advertising is calculated after operating expenses, and capital outlays are deducted from total revenues.
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Which statement is most likely true about the affordable method of setting an advertising budget?
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It typically overlooks how promotion affects sales.
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Which method of setting advertising budgets best helps management think about the relationship between promotion spending, selling price, and profit per unit?
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percentage-of-sales method
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In the competitive-parity method of setting an advertising budget, the budget is set based on ________.
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the amount spent by similar companies in the same industry
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According to the text, the most logical budget-setting method in advertising is the ________ method.
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objective-and-task
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Which of the following best describes the term "Madison and Vine"?
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merging advertising with entertainment
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The aim of ________ is to make ads so engaging or useful that people want to watch them.
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advertainment
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Which of the following is an example of branded entertainment?
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a company placing its product in a movie scene
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Lazer Telecom, a cell phone manufacturer, has signed a contract with a production house to fund a new movie. The conditions of the agreement state that the movie will feature Lazer Telecom phones onscreen. What kind of advertising technique has Lazer Telecom most likely adopted in this example?
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product placement
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The ________ style of advertising shows ordinary people clearly using a product in a normal setting.
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slice of life
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Trainstar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?
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lifestyle
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Which of the following best describes the personality symbol style of advertising?
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using an animated character or mascot to represent a product in an advertisement
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An ad that shows real-life examples of people whose lives have changed due to a product is an example of the ________ style of advertising.
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testimonial evidence
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Which of the following is a disadvantage of standardization of advertising messages?
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It is less responsive to local market needs.
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Which of the following media is most suitable for advertising a product that needs to be demonstrated?
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television
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What is the primary disadvantage of outdoor advertising?
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It provides little audience selectivity.
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What is the primary advantage of using television as an advertising medium?
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It involves a low cost per exposure
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Which of the following is a disadvantage of using online, mobile, and social media for advertising?
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The audience controls ad exposure.
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Which of the following is a disadvantage of using a magazine as an advertising medium?
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It involves high costs.
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Which of the following is an example of a firm utilizing public relations as a promotion tool?
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a firm providing interesting information about a product to the news media
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a firm providing interesting information about a product to the news media
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They represent a company to its customers by communicating and selling.
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A company that sells only one product line to one industry with customers in many locations would typically use a ________.
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territorial sales-force structure
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Which of the following is an advantage of a territorial sales-force structure?
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Travel expenses are relatively small.
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Which of the following is true of a territorial sales-force structure?
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It clearly defines each salesperson's job and establishes accountability.
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Which of the following examples represents a territorial sales-force structure?
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Oriental Meals, producers of precooked Chinese meals, markets its products throughout the country using a network of regional sales offices.
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Which of the following statements is true of a product sales-force structure?
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A product sales-force structure is characterized by specialization along product lines.
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Loretta Inc., a U.S.-based watch manufacturer, sells its products in France, China, Russia, and India. To manage sales, Loretta appoints a number of sales representatives to each location. Sales representatives report to area managers, and area managers coordinate sales in their respective areas before reporting to regional managers. Loretta has most likely adopted a ________ sales-force structure.
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territorial
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Simpson Ltd., located in San Diego, provides a range of household and healthcare goods to consumers within the region. The firm also runs a number of local hotels and resorts under its brand name. Simpson employs different sales forces for each major division, so there are sales teams for household goods, healthcare goods, hotel management, and resort management. Simpson has most likely adopted a(n) ________ sales-force structure.
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product
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Which of the following examples represents a product sales-force structure?
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Cartlon Computers sells its range of highly specialized computers through special teams, each of which has received training in the configuration, uses, and USPs of a single model in the range.
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In which of the following structures does a company organize its sales force along client or industry lines?
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market sales-force structure
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Sandy Bayes works at Hilton Brews as a senior sales executive and manages all the key national accounts of his company. His job involves ensuring that key customers receive the best service from Hilton Brews. Sandy is also responsible for acquiring new customers with high consumption needs on a nation-wide basis. Despite his lack of product specialization in all the product lines, Sandy is hired for this position because of his excellent interpersonal skills. Hilton Brews has most likely adopted a ________ sales-force structure.
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market
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If a company assigns individual teams of salespeople to big retail customers, it most likely has a(n) ________ sales-force structure.
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market
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A ________ sales-force structure combines several types of sales force organizations.
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complex
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Easy Life manufactures a wide range of kitchen appliances, healthcare products, and cosmetics. Its salespeople are divided on the basis of their expertise in a product category. Again, within each category, they are divided into teams addressing large retail customers, convenience stores, and the general public. Which of the following sales-force structures has most likely been combined to form this complex sales-force structure?
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product and market
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Lemony Inc. sells its popular bottled lemonade-the company's only product-in various geographic locations through tie-ups and agreements with retailers. Each location is represented by two salespersons, one of whom serves current customers while the other finds new ones. Which of the following sales-force structures has most likely been combined to form the complex sales-force structure at Lemony Inc.?
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market and territorial
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Which of the following is a characteristic of an inside sales force?
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It conducts business from an office via telephone.
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Which of the following is most likely true about salespeople in a field sales force?
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They build relationships with customers by traveling to see them.
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The difference between an inside sales force and an outside sales force is that an outside sales force ________.
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travels frequently to call on customers in the field
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Which of the following statements is most likely true of team selling?
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It can unearth problems and provide solutions that no individual salesperson could.
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Which of the following is most likely true of a sales force?
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The performance difference between an average salesperson and a top salesperson is generally substantial.
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Which term refers to the fixed amount in a salesperson's compensation?
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salary
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Which term refers to a tool used by managers to supervise their salespeople?
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call plan
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What is the purpose of a sales manager using a time-and-duty analysis?
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supervising salespeople
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________ are the standards stating the amount salespersons should sell and how sales should be divided among the company's products.
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Sales quotas
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Weekly or monthly work plans used by management to get information about salespeople are referred to as ________.
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sales reports
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Salespeople write up their completed activities in a(n) ________.
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call report
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How have social media tools most likely affected personal selling?
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reducing the use of person-to-person selling efforts
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Which of the following is a disadvantage of using social media tools for selling?
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Social media tools can intimidate low-tech sales people or clients.
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What is the first step in the selling process?
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prospecting
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In which step of the selling process does a salesperson or company identify qualified potential customers?
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prospecting
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Robert Solis is a salesman in a company that specializes in event management. He uses the Internet to identify potential companies with which his company can build long-term profitable relationships. Which step in the selling process does this scenario depict?
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prospecting
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In which step of the selling process does a salesperson learn as much as possible about a prospective customer before making a sales call?
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preapproach
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In which step of the selling process does a salesperson set call objectives?
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preapproach
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In which step of the selling process does a salesperson most likely meet a customer for the first time?
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approach
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Sheldon Parks works as a salesperson in a large company that sells vending machines and beverages like coffee, tea, and hot chocolate. He meets Rosa Thoms, a potential client who heads the administration department of a large MNC, and speaks to her at length to determine the kind of vending machine and beverages her company would need. After understanding the specifications, he provides her team of employees with samples to obtain their feedback. At which step of the selling process is Sheldon in the above scenario?
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approach
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The presentation stage of the selling process most likely involves ________.
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showing how a company's products can solve a customer's problems
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Howard Genks works as a sales representative for Med-Tex, a firm that manufactures hospital supplies. Recently, a prospective buyer walked into the Med-Tex store seeking beds for the children's ward in his private clinic. Howard quickly showed the client the range of beds available that were designed specifically for children. In which of the following steps of the selling process was Howard?
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presentation and demonstration
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In which of the following steps of the selling process does a salesperson seek out, clarify, and overcome any customer disapproval to buying?
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handling objections
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In which of the following steps of the selling process does a salesperson ask a buyer for an order?
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closing
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What is the last step in the selling process?
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follow-up
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In which of the following steps of the selling process does a salesperson make sure that there is proper installation and support after a buyer receives the initial order?
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follow-up
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ABM Connect is one of the largest Internet service providers in India. The company's salespersons regularly contact buyers to make sure that the installation and services have been properly executed. Which of the following steps of the selling process does this scenario depict?
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follow-up
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Sales promotions targeted at ________ are called trade promotions.
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Sales promotions targeted at ________ are called trade promotions.
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Which of the following statements is true of consumer promotions?
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They include a wide range of tools like samples, coupons, and refunds.
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________ are offers of a trial amount of a product.
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Samples
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Fruity Loop, a leading manufacturer of fruit-juices, introduces a new range of potato chips. To promote this new product, it offers a packet of potato chips free with every bottle of Fruity Loop juice. Which of the following promotion tools is Fruity Loop using in this case?
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samples
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________ are certificates that save buyers money while they purchase specified products.
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Coupons
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In which of the following promotion tools does a customer send a proof of purchase to a manufacturer, who then refunds part of the purchase price by mail?
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rebate
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Which consumer promotion tool involves selling two products for the price of one?
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price packs
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Kartoffel, a food processing company, offers a free toy inside every 50g packet of their potato chips. Which of the following promotion tools does this exemplify?
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premium
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Koffee, a brand of instant coffee, gives away a free coffee mug with its logo imprinted on it with every purchase of a 500g packet of its instant coffee powder. Which promotion tool is Koffee using?
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advertising specialties
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Cream Bay has come out with a new range of ice creams. To promote the new products, Cream Bay has set up shopping mall kiosks to offer free ice cream samples to potential customers. Which promotion tool is Cream Bay most likely using?
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point-of-purchase promotions
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AirNetwork, a telecommunications company, sponsors a rock concert by a famous band in order to further its brand visibility. This is an example of a(n) ________.
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event marketing program
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Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers are collectively called ________ promotions.
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trade
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What is the primary goal of trade promotions?
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persuading resellers to carry a brand
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Which of the following is a promotion tool used for trade promotions?
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allowances
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Millie Foods, producers of baby food, offers a monetary sum to retailers who agree to feature its new products on their shelves for a considerable time period. In this case, the promotion tool used by the company is referred to as a(n) ________.
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allowance
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________ are sales promotion tools used to generate new business leads, stimulate purchases, educate customers, and motivate salespeople.
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Trade shows
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Which of the following is most likely an example of a business promotion tool?
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a trade fair showcasing a new audio system developed by an electronics firm
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Conventions, trade shows, and sales contests are types of ________.
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business promotions
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