UTSA MKT 3013 Ch 7, 13, 14 – Flashcards

Unlock all answers in this set

Unlock answers
question
Procedures that develop and analyze new information to help marketing managers make decisions are called:
answer
Marketing research
question
Marketing research is concerned with developing and analyzing new information to help marketing managers do a better job of:
answer
Executing marketing strategies. Planning marketing strategies. Making operational decisions.
question
A _______ is an organized way of continually gathering and analyzing data to get information to help marketing managers make ongoing decisions.
answer
Marketing information system
question
A decision-making approach that focuses on being objective and orderly in testing ideas before accepting them is the:
answer
Scientific method
question
Which of the following is NOT part of the five-step marketing research process discussed in the text?
answer
Developing the marketing information system
question
What is the first step in the marketing research process?
answer
Defining the problem
question
The most difficult step of the marketing research process is:
answer
Defining the problem
question
A situation analysis
answer
can help define the problem
question
Data that has already been collected or published is:
answer
Secondary data
question
The big advantage of qualitative research in marketing is:
answer
The in-depth responses it provides
question
_____ are the most widely used form of qualitative questioning in marketing research
answer
Focus group interviews
question
"Promotion" includes:
answer
Pricing
question
Communicating with customers is known as the ________________ portion of the marketing mix.
answer
Promotion
question
Which of the following statements is true?
answer
Personal selling involves direct spoken communication between sellers and potential customers. Mass selling involves advertising and publicity, Sales promotion refers to promotion activities - other than advertising, publicity, and personal selling.
question
"Promotion" is mainly concerned with:
answer
Telling the target market that the right Product is available in the right place at the right price.
question
Personal Selling:
answer
Gets immediate feedback from consumers
question
Mass selling, in contrast to personal selling
answer
Is less expensive when the target customers are numerous and scattered. Doesn't provide immediate feedback. Is less flexible in adapting to customers' needs and attitudes.
question
Advertising
answer
Must be paid for, while another form of mass selling—publicity—is "free."
question
Sales promotion activities:
answer
Try to stimulate interest, trial, or purchase
question
Which of the following observations concerning promotional methods is false?
answer
All promotion methods require a similar type of expertise
question
Determining the blend of promotion methods is a strategy decision which is the reponsibility of the
answer
Marketing manager
question
The AIDA model's four basic promotion jobs are concerned with:
answer
Attention, interest, desire, and action
question
The traditional communication process does not include:
answer
Response
question
Communication is most difficult to achieve when:
answer
The source and the receiver do not have a common frame of reference
question
Which of the following statements is true?
answer
Integrated direct-response promotion focuses on achieving a measurable, direct response from specific target customers. In the customer-initiated interactive communication process, the buyer starts the process. There is no one right promotion blend for all situations.
question
Which of the following statements is true?
answer
Pushing means using normal promotion effort to help sell the whole marketing mix to possible channel members. Pulling means getting customers to ask middlemen for the product. The "adoption curve" shows that some groups accept a new idea before others.
question
Promotion blends vary over the product life cycle. Which of the following statements is true?
answer
During market introduction, the basic promotion objective is informing. The total amount spent on promotion may rise as competition increases during the market maturity stage. During the sales decline stage, the total amount spent on promotion usually decreases as firms try to cut costs to remain profitable.
question
Budgeting for promotion expenditures by computing a percentage of past or expected sales:
answer
Is the most common method of budgeting
question
For many firms, the largest single operating expense is:
answer
Personal selling
question
Good salespeople:
answer
Help customers buy
question
Which of the following statements is true?
answer
The salesperson is often a representive of the whole company, the only link between firm and customer. The sales force can aid in the marketing information function
question
Which of the following is not one of the basic sales tasks?
answer
Sales-promoting
question
A salesperson who seeks possible buyers with a well-organized sales presentation to sell a good or idea is called an:
answer
Order-getter
question
Routine completion of sales made regularly to target customers is done by:
answer
Order takers
question
These salespeople try to develop goodwill and stimulate demand, help intermediaries train their salespeople, and often take orders for delivery by intermediaries
answer
Missionary salespeople
question
Customers service reps:
answer
are advocates for the customer and company, and solve problems after a purchase
question
It is usually the ___ ____ job, perhaps with help from specialists in technology, to decide what types of sales technology tools are needed and how they will be used.
answer
Sales manager's
question
Which of the following is a good example of a sales technology?
answer
Spreadsheet analysis of scanner data Electronic slide show Software for self space management
question
Selecting "good, well-qualified" salespeople can be aided by:
answer
Multiple interviews with company executives Systematic selection procedures Good job descriptions
question
A firm's sales training should cover:
answer
Professional selling skills. Building relationships with customers. Company policies and practices. Product information.
question
According to the text, to recruit, motivate, and keep good salesperson, a firm has to:
answer
Develop an effective compensation plan
question
The most popular sales force payment method is:
answer
A combination plan
question
Personal selling techniques include all the following except:
answer
Preparing job descriptions
question
Which of the following is not one of the sales presentation approaches discussed in the text?
answer
Target market approach
Get an explanation on any task
Get unstuck with the help of our AI assistant in seconds
New