Mkt 230 Quizes – Flashcards
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Allocating funds to promotion by matching the competitor's absolute level of spending or the proportion per point of market share is referred to as __________ budgeting.
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competitive parity
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"To persuade" is the promotional objective of which stage of the product life cycle?
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Growth
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The first decision in developing the promotion program is to
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identify target audience
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All of the following are challenges and opportunities that direct marketing faces in global markets except
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the use of web "tracking" tools by direct marketers to segment consumers and match them with advertising are appreciated by consumers because they speed up the online purchase process
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An important factor in developing successful IMC programs is to create a process that facilitates their design and use. A tool used to evaluate a company's current process is the IMC
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audit
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Businesses vary as to the amount of security they require or can afford to protect their computer files. A company that sells a complete line of firewalls, from a no-frills version to one that uses complex retinal scans, would most likely employ which promotional element to effectively promote its product to businesses?
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personel selling
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Promotion objectives should possess three important qualities. They should be designed for a well-defined target audience, be measurable, and
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cover a specified time period.
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The Olympus Eye Trek is a device that provides "a high-quality personal TV experience." It resembles a pair of glasses that when worn make the user think he or she is watching a 52-inch high-definition television. An ad for the device contains both a telephone number that can be called and a website that can be visited for further information on how the product works. This Olympus Eye Trek is most likely high in
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complexity.
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By taking consumer expectations into consideration, integrated marketing communications (IMC) is a key element in a company's __________ strategy.
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customer experience management
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The promotional objective of the introduction stage of the product life cycle is to __________ consumers in order to increase their level of awareness of the product offering.
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inform
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During the implementation phase of an IMC program, a firm will pretest the promotion and
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carry out the promotion.
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The promotional mix includes __________, personal selling, sales promotion, public relations, and direct marketing.
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advertising
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Integrated marketing communications is the concept of designing marketing communications programs that coordinate all promotional activities—advertising, personal selling, sales promotion, public relations, and direct marketing—to provide
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a consistent message across all audiences.
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The first stage in the hierarchy of effects is
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awareness
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Sales from which of the following direct marketing tools is growing the fastest at 33 percent?
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mobile direct marketing
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The information sent by a source to a receiver during the communication process is referred to as
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a message
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"To inform" is the promotional objective of which stage of the product life cycle?
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introduction
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In the hierarchy of effects, the consumer's appraisal of the product or brand on important attributes is referred to as the __________ stage.
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evaluation
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Customers report many benefits of direct marketing, including
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there is more privacy than in-store shopping.
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The __________ element of the marketing mix consists of communication tools, including advertising, personal selling, sales promotion, public relations, and direct marketing.
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promotion
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Which of the following statements about advertising is most accurate?
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Through advertising, a company can control what it says and, to some extent, to whom the message is sent.
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The combination of one or more communication tools used to (1) inform prospective buyers about the benefits of the product, (2) persuade them to try it, and (3) remind them later about the benefits they enjoyed by using the product is referred to as the
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promotional mix
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Pauline received a postcard from a local antique mall. The card invited her to attend an invitation-only open house at the mall and receive a 10 percent discount on her first purchase that day. She went to the antique mall the next day to consider buying an antique lamp. With respect to Pauline, the postcard from the antique mall was a form of direct marketing used to
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generate traffic.
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Chrysler Corp. provides support and incentives for its Chrysler, Dodge, and Jeep dealers. Through a multilevel program, Chrysler provides incentives to reward dealers for meeting sales goals. Dealers receive an incentive when they are near a goal, another when they reach a goal, and a larger incentive if they exceed sales projections. All of these actions are intended to encourage Chrysler dealers to __________ the Chrysler products through the channel to consumers.
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PUSH
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The __________ can be used to inform prospective buyers about the benefits of the product.
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promotional mix
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During the planning phase of an IMC program, a firm will identify the target audience, specify the promotion objectives, set the budget, __________, design the promotion, and schedule the promotion.
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select the right promotional tools
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Consider Frommer's travel guide series, which includes Italy from $90 a Day. Travelers throughout the world have relied on Frommer's guides, which describe out-of-the-way, inexpensive restaurants and hotels. This guide provides invaluable __________ to these establishments.
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publicity
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In the hierarchy of effects, an increase in the consumer's desire to learn about some of the features of the product or brand is referred to as the __________ stage.
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interest
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In the prepurchase stage of the consumer purchase decision process,
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advertising is more helpful than personal selling.
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Leading up to Super Bowl weekend, Doritos sponsors "Crash the Super Bowl," asking people to create their own 30-second ad about Doritos. A panel of judges then selects the finalists, posts the submissions on the Doritos Facebook page, and opens up voting by the public. Which type of sales promotion is Doritos using?
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a deal
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Which of the following statements about online advertising is most accurate?
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It is easier to measure the impact of online advertising than other media.
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Any paid form of nonpersonal communication about an organization, product, service, or idea by an identified sponsor is referred to as
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advertising
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Which of the following statements about inquiry tests is most accurate?
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In inquiry tests, additional product information, product samples, or premiums are offered to an ad's readers or viewers, and ads generating the most inquiries are presumed to be the most effective.
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Google purchased __________, an advertising exchange where websites put space up for auction and ad agencies bid to place ads for their clients.
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doubleclick
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Google developed __________, two business practice tools, to: (1) help advertisers create ads and (2) help content providers generate advertising revenue.
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AdWords and AdSense
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Cooperative advertising refers to
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advertising programs by which a manufacturer pays a percentage of the retailer's local advertising expense for advertising the manufacturer's products.
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The sign at the entrance to the men's store reads, "Buy one shirt, get a second shirt of equal or lower value for only one dollar." Which type of sales promotion is the men's store using?
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a deal
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Directed to ultimate consumers, consumer-oriented sales promotions are sales tools used to support a company's
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advertising and personal selling.
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A promotion related to the movie Insurgent was seen in cinemas throughout the United States. The goal of the sales promotion was designed to maximize the consumer's attention to a DVD release and provide storage for the products. This type of sales promotion is referred to as a
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point-of-purchase display.
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One advantage of using newspapers as an advertising medium is
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the short lead time for placing an ad.
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If you wanted to generate brand buzz for an upcoming product using Twitter, what is the best way to implement Twitter?
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Develop an official Twitter profile, recruit followers, and show photos of the product.
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The percentage of recipients who have clicked on a link on the page to visit a specific site is the
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click-through rate
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in using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) __________ and (2) the characteristics of these visitors.
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the number of users or unique visitors to the website
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Web 2.0 does not refer to any technical update of the World Wide Web, but identifies functionalities that make possible today's high degree of interactivity among users. So with Web 2.0,
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content is no longer seen as being created and published in final form exclusively by one author.
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One disadvantage of using the Internet as an advertising medium is
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online ads don't always result in a "click," but increase the likelihood of an action that leads to seeking more information about or purchasing of a product.
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In planning and obtaining publicity, a frequently used tool is the __________, which is an announcement regarding changes in the company or the product line.
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news release
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Sales promotion expenditures account for __________ percent of all promotional spending.
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18
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Google generates revenue by offering online __________ opportunities next to search results or on specific web pages.
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advertising
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An ad that features attractive models promoting products for a brand such as Old Spice, is using
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sex appeal
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Advertising agencies that specialize in one aspect of the advertising process such as providing creative services to develop the advertising copy, buying previously unpurchased media (media agencies), or providing Internet services (Internet agencies) are referred to as
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limited-service agencies
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One advantage of using newspapers as an advertising medium is
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ads can be clipped and saved
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A political ad that incorporates a fear appeal would most likely be expressed as
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warnings against the rise of other unpopular ideologies.
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Experts estimate that consumers conduct approximately __________ searches each month.
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20 billion
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A limited-service agency
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is compensated by a contractual agreement.
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Trice Jewelers is a high-end independent jeweler located in Milwaukee. It specializes in custom jewelry and has been in business for decades. Which medium would be the best for Trice to use to reach its loyal customers with colorful long-lasting images and which reminds them that Trice is the source for all their gift-giving needs?
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magazines targeted toward wealthy residents of Milwaukee
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Social media can be classified based on: (1) __________ and (2) __________.
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media richness; self-disclosure
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As the content of a blog or messages posted on social media sites moves from impersonal to highly personal, the level of self-disclosure
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increases
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User-generated content (UGC) refers to
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the various forms of online media content that are publicly available and created by end users.
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An ad for Conesco Insurance asks the question, "How long will you wait to start planning for long-term care?" The ad shows an elderly women being assisted by a nurse as she tries to win money on a game show. The idea that she will not have the care she needs because she failed to plan her finances for the future when she was younger is an example of a
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fear appeal
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Click fraud can occur when legitimate website visitors click on ads without any intention of looking at the advertiser's site to keep the original site visited free. This practice is called
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web tipping
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Much of Google's success is based on the 10 guidelines of its corporate philosophy. Guideline 5 states, "You don't need to __________ to need an answer."
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be at your desk
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Showing ad copy to a panel of consumers and having them rate how they liked it, how much it drew their attention, and how attractive they thought it was, takes place during
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jury test
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Geico ads that feature a talking pig, cavemen, and a gecko are using which type of advertising appeal?
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humor
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An advertising agency that deals in creative work and is compensated by a contractual agreement for the services performed is referred to as
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limited-service
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two of the largest portals for Internet advertising are
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google and yahoo
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Advertisements that reinforce previous knowledge of a product are referred to as __________ advertisements.
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reminder
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sales promotions that require participants to submit some kind of entry form but are purely games of chance requiring no analytical or creative effort by the consumer are referred to as
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sweepstakes
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Reminder advertisements are especially effective for products in which stage of their product life cycle?
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mature
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YouTube would be an excellent social network to advertise
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the majority of products and services; however, smaller media such as Pinterest may be more successful for some products and services.
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In using social media, a brand manager tries to select and use one or more social networks from the hundreds that exist. This often entails assessing: (1) the number of users or unique visitors to the website and (2) __________.
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the characteristics of these visitors
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As the content of a marketing website for a product moves from words to photos, videos, and animation, the media richness of the site
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increases
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The three guidelines on marketing and promoting a brand using YouTube are: (1) exploit visual aspects of your message, perhaps sacrificing product messages to tell a more entertaining story; (2) create a branded channel rich in keywords to improve the odds of the video showing up in user searches; and (3) __________.
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target viewers by using YouTube's insights and analytics research to reveal the number of views, the number of visits to your website, and what keywords are driving user visits
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The __________ is a common formula-based approach for determining the size of a salesforce.
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workload method
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Quantitative assessments of sales performance may be based on input-related objectives set forth in the sales plan. These involve
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selling expenses, profits generated, and account management policies.
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A need-satisfaction presentation format that focuses on problem identification, where the salesperson serves as an expert on problem recognition and resolution, is referred to as
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consultative selling.
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A stimulus-response presentation refers to a format that
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assumes that given the appropriate stimulus by a salesperson, the prospect will buy.
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Salespeople called __________ visit customers and replenish inventory stocks of resellers, such as retailers or wholesalers.
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outside order takers
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What would most likely occur at the preapproach stage in a business selling situation?
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The buying role of the prospect, important buying criteria, and the prospect's receptivity to a presentation would be determined.
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Which is the simplest form of salesforce organizational structure?
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geographical
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The closing stage in the selling process involves obtaining a purchase commitment from the prospect. This stage is the most important and the most difficult because the salesperson must determine when the prospect is ready to buy. Telltale signals indicating a readiness to buy include
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body language, statements, and questions.
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The personal selling process is
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the sales activities occurring before, during, and after the sale itself, consisting of six stages: prospecting, preapproach, approach, presentation, close, and follow-up.
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Which of the following statements regarding salesforce compensation plans is most accurate?
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Ineffective practices often lead to costly salesforce turnovers.
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Salesforce automation is the use of __________ to make the sales function more efficient and effective.
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technology
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In terms of website design, communication refers to
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the dialogue that unfolds between the website and its users.
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When Microsoft's Hotmail included the tagline, "Get Your Private, Free Email from MSN Hotmail" on each of the millions of e-mails it processed daily, it was using
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viral marketing.
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In terms of website design and the online customer experience, commerce refers to
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the website's ability to conduct sales transactions for products and services.
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In the marketspace, consumers can tell marketers specifically what their requirements are, making possible the customization of a product or service to fit their exact needs. This means that marketers can use electronic commerce to enhance customer value by providing
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form utility
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The tasks involved in managing personal selling include the following: (1) setting objectives; (2) organizing the salesforce; (3) recruiting, selecting, training, and compensating salespeople; and (4) __________. identifying potential target markets.
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evaluating the performance of individual salespeople.
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There are six commonly used techniques to deal with objections: acknowledge and convert the objection, postpone, agree and neutralize, __________, deny, and ignore the objection.
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accept objection
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There are five dimensions to emotional intelligence: self-motivation, self-awareness, __________, empathy, and social skills.
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the ability to manage one's emotions and impulses
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When specific knowledge is required to sell certain types of products or services, then a __________ is used.
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product sales organization
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There are six commonly used techniques to deal with objections: acknowledge and convert the objection, postpone, agree and neutralize, accept the objection, deny, and
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ignore the objection
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Personal selling assumes many forms based on the __________ and the __________ to perform the sales task.
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amount of selling done; amount of creativity required
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The use of teams of sales, service, and technical personnel who work with purchasing, manufacturing, engineering, logistics, and financial executives in customer organizations is referred to as
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key account management.
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Industry research shows that outside order getters, or field service representatives, spend 41 percent of their time selling, and another __________ percent is devoted to customer service calls.
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16
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The customer who wants or needs the product is referred to as a
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prospect
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Salespeople called outside order takers
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arrange point of display
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One reason follow-up is so important is that research shows that the cost and effort to obtain repeat sales from a satisfied customer is roughly __________ of that necessary to gain a sale from a new customer.
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50 percent
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According to the eight-second rule,
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customers will abandon a website if download time exceeds eight seconds.
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From an interactive marketing perspective, __________ is defined as the sum total of the interactions a customer has with a company's website from the initial look at a home page through the entire purchase decision process.
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customer expierence
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the growing practice of customizing not only a product but also personalizing the marketing and overall shopping and buying interaction for each customer is referred to as
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customization
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Pizza Hut's website __________ are integrated with the company's overall communications programs—including traditional media—with product innovations, promotions, and special events shared across platforms
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content and communications
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A personal moral philosophy that focuses on "the greatest good for the greatest number" by assessing the costs and benefits of the consequences of ethical behavior is referred to as
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utilitarianism.
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There has been a public outcry about the ethical practices of businesspeople. Public opinion polls show that only 17 percent of U.S. adults rate the ethical standards of business executives as high or very high. If most business are thought to be acting within all relevant laws, this suggests that the businesspeople are perceived to be acting
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unethically but legally.
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A Pressure-Assist Flushing System for toilets, which uses air and water pressure to ensure a powerful flush, can burst inside toilet tanks, "releasing stored pressure," according to the Consumer Product Safety Commission. It was recalled following 14 reports of injuries. This action protected consumers' right to
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safety
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FedEx and UPS are converting their delivery trucks with standard diesel engines to more fuel-efficient and cleaner hybrid-electric vehicles, which can cut fuel costs by half and lower fuel emissions by 90 percent. This is an example of
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green marketing
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Since 2006, Procter & Gamble has developed a successful brand campaign in partnership with UNICEF that includes the Pampers 1 Pack = 1 Vaccine initiative, which has protected 300 million women and their babies against maternal and neonatal tetanus. This is an example of
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cause marketing
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Which of the following is a disadvantage associated with licensing?
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The licensor may create its own competition.
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When a firm sells a product in a foreign country below its domestic price or below its actual cost, the practice is referred to as loss-leader pricing.
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dumping
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Why did Dell, Inc., embark on a global growth initiative?
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Emerging economies offered significant growth potential.
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When Nestlé actually owns a subsidiary or division in a foreign country, such as its own ice cream manufacturing operation in China, this global market entry strategy is known as __________ and represents the greatest commitment a company can make to international sales.
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direct investment
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A global market entry strategy that entails a domestic firm actually investing in and owning a foreign subsidiary or division is referred to as
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direct investment
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In terms of the global marketplace, there are three primary types of companies: international firms, __________ firms, and transnational firms.
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multinational
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Consider the distribution channels through which a product manufactured in one country must travel to reach its destination in another country. Distribution begins with the organization's headquarters as the starting point, which is represented as the
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SELLER
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Beginning January 1, 2005, China removed import quotas and lowered tariffs on automobiles. This removal of quotas and the lowering of tariffs is an example of
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reduction in protectionism
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A Tokyo shopkeeper would have been wise to use __________ to verify the accuracy of the new sign in English he purchased for his dry cleaning business. The sign read, "Drop your pants here for best results," which he did not know had another suggestive meaning to native speakers.
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back translation
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The balance of trade is the
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difference between the monetary value of a nation's exports and imports.
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Gap Inc. ended its relationship with 23 foreign production facilities due to code violations. Several closings occurred because of the use of child labor. In response to these events, the Gap created a large team whose purpose is to travel worldwide to ensure compliance with its Code of Vendor Conduct. This is an example of
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social responsibility
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An Internet consulting company that develops complex marketing strategies for its customers has a manner of dress expressed as "We don't wear ties." This practice helps describe the Internet company's business definition. mission or vision.
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corporate cultural
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Six executives of Tyson Foods, one of the world's largest poultry, beef, and pork processors, were arrested for the illegal smuggling of undocumented foreign workers into the United States to work at Tyson plants. Based on this information, one could conclude that Tyson's violations were the result of __________, one of the major reasons some company employees engage in unethical behavior.
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top management behavior
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Corporate culture refers to
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the set of values, ideas, and attitudes that is learned and shared among the members of an organization.
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Transparency International is an organization that
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creates an acceptable international code of ethics.
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Cross-cultural analysis refers to the study of
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the similarities and differences among consumers in two or more nations or societies.
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KFC in Japan altered the sweetness of its coleslaw to appeal to Japanese tastes. This is an example of which type of global marketing product and promotion strategy?
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product adaption
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In international trade, dumping refers to
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a firm selling a product in a foreign country below its domestic price or below its actual cost.
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An estimated 10 to 15 percent of world trade involves __________, the practice of using barter rather than money for making global sales.
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countertrade
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Semiotics refers to
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a field of study that examines the correspondence between symbols and their role in the assignment of meaning for people.
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Global companies have five strategies for matching products and their promotion efforts to global markets. The strategy of selling virtually the same product in other countries is referred to as
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product extention
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Generally, as the proportion of middle-income households in a country increases, the nation's purchasing power
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increases
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Global companies have five strategies for matching products and their promotion efforts to global markets. A same product-adapt promotion emphasis refers to which type of strategy?
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communication adaption strategy
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U.S. citizens pay $5 billion more annually for shoes and Japanese citizens pay $6 billion more for rice than the actual cost of the products because
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both countries have imposed tariffs on imported goods to protect their domestic markets.
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In terms of the global marketplace, there are three primary types of companies: international firms, multinational firms, and transnational firms. The key factor that distinguishes one from another is
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the firm's orientation toward and strategy for global markets and marketing.
