MARKETING Exam 2 UF (Chapter 18-20)

question

advertising
answer

any paid form of non personal communication about an organization, product, service or idea by an identified sponsor
question

What are the two types of advertisements?
answer

product and institutional
question

Product advertisements take three forms. Name them
answer

(1) pioneering (2) competitive (3) reminder
question

________ advertisements tell people what a product is, what it can do and where it can be found
answer

pioneering advertisements
question

Reminder advertising is use to _____
answer

reinforce previous knowledge of a product
question

_______ is used to assure current users they made the right choice
answer

reinforcement
question

Institutional advertisements build _____
answer

goodwill or an image for an organization rather than promote a specific product or service
question

Advocacy advertisements state___
answer

the position of a company on an issue
question

Competitive institutional advertisements promote the advantage of
answer

one product class over another and are used in markets where different product classes compete for the same buyers
question

to develop an effective advertising program, advertisers must identify the _____ ____
answer

target audience
question

To eliminate possible bias that might result from subjective judgments about segments, the FCC suggests _____
answer

that advertising program decisions be based on market research about the target audience
question

Advertising has a long-term impact on
answer

financial value of the organization
question

advertising messages are made up of both
answer

informational and persuasive elements
question

______ 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
answer

FEAR
question

sex appeals suggest to the audience that the product will
answer

increase the attractiveness of the user
question

Humorous appeals imply that the product is
answer

more fun than competitiors’ offerings; Geico, AFLAC duck
question

Many companies use a celebrity spokesperson in their advertisements; advertisers believe that these ads are _____
answer

more likely to influence brand equity and sales
question

What is a shortcoming of celebrity spokespersons?
answer

spokesperson’s image may change over time, becoming inconsistent with the image of the company or brand
question

when is advertisement evaluation performed?
answer

before and after the advertisements run
question

Pretests are conducted to determine
answer

whether the advertisement communicates the intended message or to select among alternative versions of the advertsiments
question

_____ tests are used to test copy alternative
answer

portfolio; the ad is placed in a portfolio with other ads and consumers are asked for their impressions
question

____ tests involve showing the ad to a panel and having them rate how they likes it
answer

Jury
question

Theater testing is the most sophisticated form of pretesting because __
answer

consumers are invited to view new tv shows that test commercial are shown; viewers register their feelings about the ads during questionnaires afterward
question

full-service agency provides
answer

the most complete range of services, including market research, media selection, copy development and production
question

limitied- service agency
answer

one aspect of the advertising process; usually provides creative production work
question

in-house agency
answer

provides range of services, depending on company needs;made up of company’s own advertising staff
question

Posttests are performed after an advertisement is released to _____
answer

the target audience to determine whether it accomplished its intended purpose
question

What is the difference between Aided and Unaided recall?
answer

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
question

What are the 5 approaches common in posttesting?
answer

aided, unaided, attitude, inquiry, sales
question

What are the two major kinds of sales promotions?
answer

consumer-oriented and trade- oriented
question

Directed to ultimate consumers, _____ _____ promotions are sales tools used to support a company’s advertising and personal selling; provide examples
answer

consumer-oriented sales; coupons, deals, premiums, contests, samples
question

____ encourage trail by offering a discounted price
answer

coupons
question

_____ are short-term price reductions, used to inquired trail among potential customers or to retaliate against a competitor’s actions
answer

Deals
question

What is a premium?
answer

merchandise offered free or at a significant savings over its tail price
question

By offing a premium, companies encourage ______
answer

customers to return frequently or to use more of the product
question

____ encourage consumers to apply their skill or creative thinking to try to win a prize
answer

contest
question

Define sweepstakes
answer

sales promotions that require participants to submit entry but are purely games of chance requiring no effort by the consumer
question

What are two types of sweepstakes? define them
answer

(1) offer products that consumers value as prizes (2) offer “experience”
question

Sampling offers the product _____
answer

free or at a greatly reduced price
question

_____ ____ 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
answer

Loyalty programs
question

The most popular loyalty programs today are _____
answer

credit card reward programs; redeemable points
question

A point-of-purchase display is designed to maximize the consumer’s attention to a product; where are they located?
answer

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
question

Define cash rebate
answer

promotional tool that offers the return of money based on proof of purchase
question

product placement involves _____
answer

the use of a brand-name product in a movie, TV show, video game for another product
question

What is an example of reverse product placement?
answer

Bubba Gump Shrimp Company restaurant chain; Dunder Mifflin office supplies at quill.com; DEF: placement that beings fictional products to the marketplace
question

Trade promotions are tools used to
answer

suppost a company’s advertising; allowances and discounts, cooperative advertising and training of salesforce
question

What is the difference between a merchandise and a case allowance?
answer

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
question

cooperative advertising are programs that a
answer

manufacturer pays a % of the retailer’s local advertising expense for advertising the manufacturer’s product
question

A manufacturer’s success often rests on the ____
answer

ability of the reseller’s salesforce to represent its products therefore, the manufacturers needs to help train the reseller’s salesforce
question

The most frequently used public relations tool is
answer

publicity
question

News releases and news conferences are examples of
answer

publicity tools
question

Nonprofit organizations rely heavily on _________. Define them.
answer

Public Service Announcements, which are free space donated by the media
question

Promotion practices improve transactions and increase customer intimacy by (1) ___ and (2) ____
answer

(1) emphasizing long-term relationships (2) increasing self-regulation
question

news release
answer

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
question

define social media
answer

online media where users submit comments, photos; represents a blessing of technology and social interaction to create personal value for users
question

Social network
answer

a SINGLE social media site; Twitter, Facebook, LinkedIn
question

a ____ is a web page that serves as a publicly accessible personal journal and online forum for an individual or organization
answer

blog or a “web log”
question

How does a Blog and Wiki differ?
answer

blog is a diary that shows a sequential journey while a wiki shows the end result as a single entry
question

UGC, User-generated content, refers to the
answer

various forms of online media content that are publicly available and created by end users; creative,
question

Social Media is classified for marketers based on what two factors?
answer

Media richtest and Self-disclosure
question

Facebook, Twitter and Instagram are ____ in media richness and ______ in self-disclosure
answer

medium (words, photos and videos); high (very personal)
question

Wikipedia is ____ in media richness and ____ in self-disclosure
answer

low (words); low (impersonal)
question

What is the difference between Traditional and Social Media in terms of Permanence
answer

T: once created, cannot be altered S: can be altered almost instantensouly by comments or editing
question

What is the difference between Traditional and Social Media in terms of credibility and social authority
answer

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
question

What is the difference between Traditional and Social Media in terms of expense and access
answer

T: ads are expensive and have restricted access; S: accessible everywhere and can be produced cheaply
question

What is an advantage of Facebook ads ?
answer

the content can migrate into Facebook conversations among friends
question

LinkedIn promotes brands in subtle ways, mainly in _________ groups
answer

Business-to-business
question

How do Brand managers use Facebook to converse with the brand’s fans?
answer

Managers create awareness by creating a Facebook page and use paid ads and sponsored stories within the Facebook platform
question

How can brand managers use YouTube to converse with customers?
answer

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
question

Social Media’s success relied heavily on ____
answer

the ability of a marketing program to convert “passive receivers” of the message to spread favorable messages about the brand
question

What does CPM and CPC stand for?
answer

CPM- cost per thousand (measure tied to costs) CPC- cost per click (measures the interest in a product)
question

How can an advertiser on Facebook expect to generate sales?
answer

– 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
question

What did the Carmex team do to exploit its incredible fortune after seeing Michael Drysch make his “Half-Court Hero” shot?
answer

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
question

Trends in marketing’s use of social media reflect “smart systems” that are converging the real and digital worlds. Define smart systems
answer

computer based networks that trigger actions by sensing changes in the real or digital world
question

small, downloadable software programs that run on smartphones and tablet devices are called ____
answer

apps
question

The convergence of the real and digital worlds have contributed to the growth of Mobile Marketing, or _______
answer

the broad set of interactive messaging options that are used to communicate through personal mobile devices
question

Can personal privacy become a problem as the real and digital world coverage with smart systems?
answer

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
question

Personal Selling
answer

two way flow of communications between a buyer and seller, designed to influence a person’s decision
question

Sales management
answer

involved planning the selling program and implementing and evaluating the personal selling effort of the firm
question

_______ are the critical link between the firm and its customers
answer

salespeople
question

How can salespeople create customer value? (3 ways)
answer

(1) identify creative solutions (2) easing customer buying process (3) follow through after the sale
question

Relationship selling is the practice of ___
answer

buiding ties o customers based on a salesperson’s attention and commitment to customer needs over times; requires mutual respect and commitment
question

partnership selling
answer

when buyers and sellers combine their expertise and resources to created customized solutions, commit to joint planning
question

What are the three types of personal selling?
answer

order taking, order getting and customer sales support activited
question

What is an order taker?
answer

processes routine order for products that are already sold by the company; preserves an ongoing relationship with existing customers
question

Provide an example of the two types of order takers
answer

Outside: Frito-Lay salespeople that ensure company’s line of snack products Inside (salesclerk): answer simple questions, take orders and complete transactions with customer
question

an ____ ____ sells in a conventional sense and identifies prospective customers, provides customers with information and follows up on customers’ use of a product
answer

order getter
question

Missionary salespeople are used in the _____ industry because they do not _______ orders but rather _______
answer

pharmaceutical; directly solicit orders;concentrate on performing promotional activities and introducing new products
question

Sales engineers specialize in ______
answer

identifying, and solving customer problems; do not actually sell the product bu they know how to sell it
question

What is team selling?
answer

question

What are the 6 stages of the personal selling process?
answer

Prospecting, pre approach, approach, presentation, close and follow-up
question

What is the difference between a Lead and a Prospect?
answer

Lead is the name of a person who may be a possible customer and a Prospect is a customer who wants/needs the product
question

The search for and qualification of potential customers is considered the ____ stage
answer

prospecting
question

Explain the cold canvassing approach
answer

means that a sales person opens a directory, picks a name and contacts that individual; it is frowned upon in some cultures
question

The Telephone Consumer Protection Act contains provisions to ____
answer

curb abuses with early morning and late night calling (Cold Canvassing spin off)
question

once a salesperson has identified a prospect, preparation for the sale begins with the ______
answer

preapproach
question

the ____ stage involves the initial meeting between the salespersons and prospect.
answer

approach
question

What is critical in the approach stage?
answer

the first impression; common for salespeople to begin the conversation with a reference to common acquaintances, a referral or even the product itself
question

What stage is the core of the order-getting selling process?
answer

presentation
question

A clerk at McDonald’s uses what approach when he asks whether you would like fries or dessert with your meal?
answer

Stimulus-response presentation;
question

the ____ ____ presentation format is based on what view?
answer

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
question

define canned sales presentation
answer

a memorized, standardized message conveyed to eery prospect; treats every prospect the same and lacks flexibility and spontaneity
question

The need-satisfaction presentation format emphasizes ______
answer

the salesperson to listen to the needs of buyers instead of dominating the conversation
question

Which format is most consistent with the marketing concept an relationship building? Why?
answer

need-satisfaction presentation because it emphasizes problem solving and customer solutions
question

What is the difference between adaptive and consultative selling?
answer

A: adjusts the presenting to fit the selling C: focuses on problem identification where the salesperson serves as an expert on problem recognition
question

the closing stage in the selling process involves _____
answer

obtaining a purchase commitment from the prospect; most difficult because the salesperson must determine when the prospect is ready to buy
question

What is the difference between a (1) trail close (2) assumptive close and (3) urgency close
answer

(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
question

the ____ stage includes making certain the customer’s purchase has been delivered nd installed, addressing any difficulties experienced with the use of the item
answer

follow-up
question

the sales plan describes ____
answer

what is to be achieved and where/how the selling effort o salespeople is to be deployed
question

What are the three types of selling objectives?
answer

(1) output-related; dollar sales, profit (2) input-related; number of sales calls, selling expenses (3) behavior related (customer service satisfaction ratings
question

What three factors are used to structure sales organizations?
answer

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?
question

How does emotional intelligence tie to adaptive selling?
answer

Defintion; ability to understand one’s own emotions and the emotions of people with whom one interacts

Get instant access to
all materials

Become a Member