MARKETING Exam 2 UF (Chapter 18-20) – Flashcards
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advertising
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any paid form of non personal communication about an organization, product, service or idea by an identified sponsor
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What are the two types of advertisements?
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product and institutional
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Product advertisements take three forms. Name them
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(1) pioneering (2) competitive (3) reminder
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________ advertisements tell people what a product is, what it can do and where it can be found
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pioneering advertisements
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Reminder advertising is use to _____
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reinforce previous knowledge of a product
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_______ is used to assure current users they made the right choice
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reinforcement
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Institutional advertisements build _____
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goodwill or an image for an organization rather than promote a specific product or service
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Advocacy advertisements state___
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the position of a company on an issue
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Competitive institutional advertisements promote the advantage of
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one product class over another and are used in markets where different product classes compete for the same buyers
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to develop an effective advertising program, advertisers must identify the _____ ____
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target audience
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To eliminate possible bias that might result from subjective judgments about segments, the FCC suggests _____
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that advertising program decisions be based on market research about the target audience
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Advertising has a long-term impact on
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financial value of the organization
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advertising messages are made up of both
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informational and persuasive elements
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______ appeals suggest to the consumer that he/she can avoid negative experience though the purchase and use of a product or service, change in behavior or reduction in the use of a product
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FEAR
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sex appeals suggest to the audience that the product will
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increase the attractiveness of the user
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Humorous appeals imply that the product is
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more fun than competitiors' offerings; Geico, AFLAC duck
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Many companies use a celebrity spokesperson in their advertisements; advertisers believe that these ads are _____
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more likely to influence brand equity and sales
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What is a shortcoming of celebrity spokespersons?
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spokesperson's image may change over time, becoming inconsistent with the image of the company or brand
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when is advertisement evaluation performed?
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before and after the advertisements run
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Pretests are conducted to determine
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whether the advertisement communicates the intended message or to select among alternative versions of the advertsiments
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_____ tests are used to test copy alternative
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portfolio; the ad is placed in a portfolio with other ads and consumers are asked for their impressions
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____ tests involve showing the ad to a panel and having them rate how they likes it
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Jury
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Theater testing is the most sophisticated form of pretesting because __
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consumers are invited to view new tv shows that test commercial are shown; viewers register their feelings about the ads during questionnaires afterward
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full-service agency provides
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the most complete range of services, including market research, media selection, copy development and production
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limitied- service agency
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one aspect of the advertising process; usually provides creative production work
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in-house agency
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provides range of services, depending on company needs;made up of company's own advertising staff
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Posttests are performed after an advertisement is released to _____
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the target audience to determine whether it accomplished its intended purpose
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What is the difference between Aided and Unaided recall?
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Aided- respondents are asked about their exposure to a specific ad Unaided- respondents are asked questions like "What ads do you remember seeing" without any prompting to determine whether they saw or heard advertising messages
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What are the 5 approaches common in posttesting?
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aided, unaided, attitude, inquiry, sales
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What are the two major kinds of sales promotions?
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consumer-oriented and trade- oriented
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Directed to ultimate consumers, _____ _____ promotions are sales tools used to support a company's advertising and personal selling; provide examples
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consumer-oriented sales; coupons, deals, premiums, contests, samples
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____ encourage trail by offering a discounted price
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coupons
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_____ are short-term price reductions, used to inquired trail among potential customers or to retaliate against a competitor's actions
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Deals
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What is a premium?
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merchandise offered free or at a significant savings over its tail price
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By offing a premium, companies encourage ______
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customers to return frequently or to use more of the product
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____ encourage consumers to apply their skill or creative thinking to try to win a prize
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contest
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Define sweepstakes
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sales promotions that require participants to submit entry but are purely games of chance requiring no effort by the consumer
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What are two types of sweepstakes? define them
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(1) offer products that consumers value as prizes (2) offer "experience"
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Sampling offers the product _____
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free or at a greatly reduced price
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_____ ____ are a sales promotion tool used to encourage and reward repeat purchases by acknowledging each purchase made by a consumer and offering a premium as purchases accumulate
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Loyalty programs
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The most popular loyalty programs today are _____
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credit card reward programs; redeemable points
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A point-of-purchase display is designed to maximize the consumer's attention to a product; where are they located?
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these displays take the form of advertising signs, which actually hold the product and are located in high-traffic areas near the cash register or at the end of an aisle
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Define cash rebate
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promotional tool that offers the return of money based on proof of purchase
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product placement involves _____
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the use of a brand-name product in a movie, TV show, video game for another product
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What is an example of reverse product placement?
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Bubba Gump Shrimp Company restaurant chain; Dunder Mifflin office supplies at quill.com; DEF: placement that beings fictional products to the marketplace
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Trade promotions are tools used to
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suppost a company's advertising; allowances and discounts, cooperative advertising and training of salesforce
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What is the difference between a merchandise and a case allowance?
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M: reimbursing a retailer for extra in-store support like an picture in newspaper;not paid until manufacturer see proof of copy C: discount on each case ordered during a specific period; deducted form invoice
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cooperative advertising are programs that a
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manufacturer pays a % of the retailer's local advertising expense for advertising the manufacturer's product
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A manufacturer's success often rests on the ____
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ability of the reseller's salesforce to represent its products therefore, the manufacturers needs to help train the reseller's salesforce
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The most frequently used public relations tool is
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publicity
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News releases and news conferences are examples of
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publicity tools
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Nonprofit organizations rely heavily on _________. Define them.
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Public Service Announcements, which are free space donated by the media
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Promotion practices improve transactions and increase customer intimacy by (1) ___ and (2) ____
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(1) emphasizing long-term relationships (2) increasing self-regulation
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news release
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publicity tool that consists of an announcement regarding changes in the company or the product line to inform the media of an idea for a story
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define social media
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online media where users submit comments, photos; represents a blessing of technology and social interaction to create personal value for users
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Social network
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a SINGLE social media site; Twitter, Facebook, LinkedIn
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a ____ is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization
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blog or a "web log"
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How does a Blog and Wiki differ?
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blog is a diary that shows a sequential journey while a wiki shows the end result as a single entry
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UGC, User-generated content, refers to the
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various forms of online media content that are publicly available and created by end users; creative,
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Social Media is classified for marketers based on what two factors?
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Media richtest and Self-disclosure
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Facebook, Twitter and Instagram are ____ in media richness and ______ in self-disclosure
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medium (words, photos and videos); high (very personal)
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Wikipedia is ____ in media richness and ____ in self-disclosure
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low (words); low (impersonal)
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What is the difference between Traditional and Social Media in terms of Permanence
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T: once created, cannot be altered S: can be altered almost instantensouly by comments or editing
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What is the difference between Traditional and Social Media in terms of credibility and social authority
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T: can establish themselves as "Experts" (The New York Times has credibility among newspaper media) S: sender beings to participate in conversation, hoping their quality of their message will establish credibilty
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What is the difference between Traditional and Social Media in terms of expense and access
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T: ads are expensive and have restricted access; S: accessible everywhere and can be produced cheaply
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What is an advantage of Facebook ads ?
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the content can migrate into Facebook conversations among friends
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LinkedIn promotes brands in subtle ways, mainly in _________ groups
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Business-to-business
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How do Brand managers use Facebook to converse with the brand's fans?
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Managers create awareness by creating a Facebook page and use paid ads and sponsored stories within the Facebook platform
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How can brand managers use YouTube to converse with customers?
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Create a brand channel to host its advertisments and video clips that demonstrate complex products; can link to a brand's website; allows a manager to ENTERTAIN as well as INFORM users
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Social Media's success relied heavily on ____
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the ability of a marketing program to convert "passive receivers" of the message to spread favorable messages about the brand
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What does CPM and CPC stand for?
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CPM- cost per thousand (measure tied to costs) CPC- cost per click (measures the interest in a product)
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How can an advertiser on Facebook expect to generate sales?
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- manager composes title, copy and images for an ad to be placed on Facebook - websites address links the ad to the brand's website - links the ad to a coupon code
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What did the Carmex team do to exploit its incredible fortune after seeing Michael Drysch make his "Half-Court Hero" shot?
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Brand team arranged a public relations tour for Drysch while its social media accounts updated throughout th week about the tour; in 3 months, carmen's half-court shot had been seen by over 20 million YouTube viewers
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Trends in marketing's use of social media reflect "smart systems" that are converging the real and digital worlds. Define smart systems
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computer based networks that trigger actions by sensing changes in the real or digital world
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small, downloadable software programs that run on smartphones and tablet devices are called ____
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apps
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The convergence of the real and digital worlds have contributed to the growth of Mobile Marketing, or _______
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the broad set of interactive messaging options that are used to communicate through personal mobile devices
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Can personal privacy become a problem as the real and digital world coverage with smart systems?
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Yes; the convergence of social media, tablet devices, and new apps will lead to companies having a more dynamic interaction with their customers; convergence allows for the collection of personal data and behaviors that allows marketers to tailer offerings based on data
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Personal Selling
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two way flow of communications between a buyer and seller, designed to influence a person's decision
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Sales management
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involved planning the selling program and implementing and evaluating the personal selling effort of the firm
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_______ are the critical link between the firm and its customers
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salespeople
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How can salespeople create customer value? (3 ways)
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(1) identify creative solutions (2) easing customer buying process (3) follow through after the sale
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Relationship selling is the practice of ___
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buiding ties o customers based on a salesperson's attention and commitment to customer needs over times; requires mutual respect and commitment
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partnership selling
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when buyers and sellers combine their expertise and resources to created customized solutions, commit to joint planning
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What are the three types of personal selling?
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order taking, order getting and customer sales support activited
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What is an order taker?
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processes routine order for products that are already sold by the company; preserves an ongoing relationship with existing customers
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Provide an example of the two types of order takers
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Outside: Frito-Lay salespeople that ensure company's line of snack products Inside (salesclerk): answer simple questions, take orders and complete transactions with customer
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an ____ ____ sells in a conventional sense and identifies prospective customers, provides customers with information and follows up on customers' use of a product
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order getter
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Missionary salespeople are used in the _____ industry because they do not _______ orders but rather _______
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pharmaceutical; directly solicit orders;concentrate on performing promotional activities and introducing new products
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Sales engineers specialize in ______
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identifying, and solving customer problems; do not actually sell the product bu they know how to sell it
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What are the 6 stages of the personal selling process?
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Prospecting, pre approach, approach, presentation, close and follow-up
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What is the difference between a Lead and a Prospect?
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Lead is the name of a person who may be a possible customer and a Prospect is a customer who wants/needs the product
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The search for and qualification of potential customers is considered the ____ stage
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prospecting
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Explain the cold canvassing approach
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means that a sales person opens a directory, picks a name and contacts that individual; it is frowned upon in some cultures
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The Telephone Consumer Protection Act contains provisions to ____
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curb abuses with early morning and late night calling (Cold Canvassing spin off)
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once a salesperson has identified a prospect, preparation for the sale begins with the ______
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preapproach
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the ____ stage involves the initial meeting between the salespersons and prospect.
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approach
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What is critical in the approach stage?
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the first impression; common for salespeople to begin the conversation with a reference to common acquaintances, a referral or even the product itself
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What stage is the core of the order-getting selling process?
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presentation
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A clerk at McDonald's uses what approach when he asks whether you would like fries or dessert with your meal?
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Stimulus-response presentation;
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the ____ ____ presentation format is based on what view?
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the view that a presentation consists of information that must be provided in an accurate, thorough and step-by-step manner to inform the prospect
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define canned sales presentation
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a memorized, standardized message conveyed to eery prospect; treats every prospect the same and lacks flexibility and spontaneity
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The need-satisfaction presentation format emphasizes ______
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the salesperson to listen to the needs of buyers instead of dominating the conversation
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Which format is most consistent with the marketing concept an relationship building? Why?
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need-satisfaction presentation because it emphasizes problem solving and customer solutions
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What is the difference between adaptive and consultative selling?
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A: adjusts the presenting to fit the selling C: focuses on problem identification where the salesperson serves as an expert on problem recognition
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the closing stage in the selling process involves _____
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obtaining a purchase commitment from the prospect; most difficult because the salesperson must determine when the prospect is ready to buy
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What is the difference between a (1) trail close (2) assumptive close and (3) urgency close
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(1) asks the prospect to make a decision on some aspect of the purchase (do u want blue or grey?) (2) asks the prospect to consider choices concerning delivery or warranty after a sale has been finalized (3) used to commit the prospect quickly by making reference to the timeliness of the purchase
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the ____ stage includes making certain the customer's purchase has been delivered nd installed, addressing any difficulties experienced with the use of the item
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follow-up
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the sales plan describes ____
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what is to be achieved and where/how the selling effort o salespeople is to be deployed
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What are the three types of selling objectives?
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(1) output-related; dollar sales, profit (2) input-related; number of sales calls, selling expenses (3) behavior related (customer service satisfaction ratings
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What three factors are used to structure sales organizations?
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1. should a company use its own salesforce or independent agents? 2. is the decision is made to employ company salespeople, how should they be organized? 3. how many company salespeople should be employed?
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How does emotional intelligence tie to adaptive selling?
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Defintion; ability to understand one's own emotions and the emotions of people with whom one interacts
