Q - The goal of ______ is to build awareness and inform consumers about a company and its product offerings
the promotion mix
Q - The first step in a promotional campaign is to ....
identify a target market
Q - Nothing Rhymes with Orange, a natural fruit juice company, relies heavily on consumer advertising, publicity, and product sampling. These elements make up Nothing Rhymes with Orange's .....
promotion mix
Q - The four elements of the promotion mix are...
advertising, personal selling, public relations, and sales promotion
Q - Eduardo, the marketing director for a major retailer, prepared a unified message for the new promotional campaign. After several months, he noticed an increase in sales but realized he needed to compare the increase in sales against the cost of the ca
evaluating the effectiveness of the plan
Q - The goal of ____ is to inform and remind people in a target market about specific products, eventually persuading them to participate in an exchange.
promotion
Q - The goal of Carol Islind is to design a comprehensive strategy that unifies advertising, personal selling, public relations, and sales promotion activities creating a consistent message. This effort to promote a positive brand image represents a(n) ..
integrated marketing communication
Q - ______ refers to any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message.
advertising
Q - Any paid, nonpersonal communication through various media by organizations and individuals who are in some way identified in the message is called ..
advertising
Q - A firm designing an advertising campaign to sell motor oil to the major automobile manufacturers is an example of ____ advertising
B2B
Q - An advantage of magazine advertising is that ....
the ads can target a specific market segment, making them more effective
Q - One possible promotion strategy is to arrange with TV or movie producers to have a product appear favorable in a TV show or movie (such as a box of cereal prominently appearing in the TV show) This type of promotion is called ...
product placement
Q - In the 1980s, soft-drink manufacturer Soda-Pahp ran a series of ads where people chose Soda-Pahp over Soda-Coke in a blind taste test. This is called ___ advertising
comparison
Q - When customers confronted Stupid-Expensive Shoes Inc about a company that was using sweatshop workers to produce its products, Stupid-Expensive Shoes Inc developed a programs that required suppliers to meet minimum worker safety standards. Stupid-Expe
Public relations
Q - Smith & Smith's Campaign for the Future of Nursing has resulting in over 500,000 people entering the nursing field in the past 5 years. This is an example of a(n) .... campaign
public relations
Q - An advantage of publicity is that ....
it reaches people who might no read ads
Q - Gennifer accepted a public relations jobs with a manufacturing company. Her first step in developing the company's new PR program will be to.....
reach out to the stakeholders to learn if their needs are being met and how the company can improve
Q - The promotion mix consists of four tools: advertising, personal selling, public relations, and.....
sales promotion
Q - An example of sales promotion is not ....
publicity
Q - When promoting products, it is important to create excitement among salespeople, employees and customers. This explains why sales promotion .....
targets groups both internally and externally
Q - Frequent shipper programs are intended to get customers to return to the store again and again. This is an example of ...
sales promotion
Q - One of the most successful promotional campaigns implemented by pharmaceutical companies began in 1996 and involved switching the focus of promotion from doctors and pharmacists to consumers. In this instance, the pharmaceutical industry used a ____ s
pull
Q - Today, there are many websites dedicated to consumers who post reviews of products and services, as well as comments about firms. This is an example of ...
word-of-mouth promotion
Q - The main objective of push strategies directed at wholesales and retailers is to ....
push the products down the distribution channel toward the final consumer
Q - The goal of ____ marketing is to create conversation and compel the user to spread awareness of the product with friends and family
viral
Q - Making a sales pitch to a potential customer is an imporant part of ...
personal selling
Q - After prospects have been identified and qualified, the next step in the selling process is to learn as much as possible about the potential customers' wants and needs. This step is called ...
the preapproach
Q - Fatima has just finished making a sales presentation to a major prospect. Her next step is ....
answering objections
Q - �You never get a second chance to make a good first impression.� This statement refers to the importance of which step in the selling process?
the approach
Q - Which step in the personal selling process is NOT typically used by business-to-consumer (B2C) salespeople? why?
the preapproach; as opposed to personal selling in the B2B market, where salespeople go thru seven steps, there are only 5 steps in the B2C process: approach, asking questions, making a presentation, closing the sale, and follow-up
Q - Why is the statement �successful promotion integrates each element of the promotion mix, creating a well unified message� a very accurate statement?
Integrated Marketing Communication (IMC) combines the promotional tools into one comprehensive, unified promotional strategy.
People sharing a clever commercial with other people and telling people thru the Internet about a product you've purchased, are examples of which kind of promotion?
word-of-mouth promotion
A prospect will have: 3pts
means to buy a product; willingness to listen to a sales message; authority to buy a product;
What are three management functions that public relations includes?
changing policies and procedures in response to public requests; executing programs of action and information to earn public understanding; evaluating public attitudes;
*
Give each public relations campaign step a corresponding definition
*
- Listen to the public...
- Change policies and procedures...
- Inform people you're responsive to their needs...
- Listen to the public ...... has good marketing research to evaluate public attitudes
|||||||||||||||||
- Change policies and procedures ...... creating programs and practices in the public's best interest
|||||||||||||||||
- Inform people you're respons
Researching to find potential buyers is the first step in the selling process called .....
prospecting
Characteristics of _______ include: uses various media and non-personal communication
characteristics of advertising
If a push strategy is successful, the consumers are more likely to find out about a new product after:
seeing it in stores
promotional strategy in which the producer uses advertising, personal selling, sales promotion, and all other promotional tools to convince wholesalers and retailers to stock and sell merchandise ____ing thru the distribution system to the stores, is call
pushing; push strategy
Place in rank the steps of a good public relations program. 3pts
1. listen to the public
2. change policies and procedures
3. inform people you're responsive
One of the four Ps of marketing encompasses all the techniques sellers use to motivate people to buy their products and it is referred to as ______
promotion
In an interactive promotion buyers and sellers work together to create ... exchange relationships
mutually beneficial
Crucial elements in the ___ ___ ___: start a business relationship; friendly professionalism; create rapport (a relationship esp one of mutual trust or emotional affinity)
initial sales approach
Viral marketing is a promotional tools that relies on ____ to say positive things about a product or company, which helps promote a particular product, brand, or company
customers
The promotional strategy in which heavy advertising and sales promotion efforts are directed toward consumers so that they will request products from retailers is known as a ___ strategy
pull
This promotional technique is aimed directly at the customer through heavy advertising and sales promotion efforts with the objective of getting consumers to demand a particular product at their local retailer or seek it out online =
pull stategy
What word gives definition to each advertising medium's appropriate disadvantages? 4pts.....
____ = high costs; short exposure time; takes time to prepare.....
____ = depends on only one sense; short exposure time......
____= high costs; consumers may rej
television.....
radio....
direct mail....
mobile advertising....
Why have infomercials been so successful? 2pts
are equivalent to sending out your best salespeople; show the product in detail
6 steps of a promotional campaign:
1. identify a target market
2. define the objectives for each element in the promotion mix
3. determine a promotional budget
4. develop a unifying message
5. implement a plan
6. evaluate effectiveness
The promotional tool that stimulates consumer purchasing and dealer interest by means of short-term activities is known as .....
sales promotion
Blogging can be a strong promotional tool, esp for ....., bc of its low costs.
small businesses
Explaining the benefits of a product feature is part of the _____ in a sales processs
presentation
A salesperson who has anticipated customer doubt about a product and formulated proper responses is ready for the ..... stage of the selling process
answer objections
When marketers advertise to reach the people they most want to reach, using an online ... is very advantageous
search engine
Asking for the order and showing the client where to sign is known as ____ the sale
closing
Marketers are ___ customer ___ by: providing customers with excellent service; carefully listening to what customers wants; tracking customer purchases
building customer relationships
An advantage of global advertising is saving money. However, global advertising can have serious disadvantages such as: 3pts
difficulties creating one message for different cultures; language and culture differences; different buying habits in many countries
What is considered to be a primary advantage of online advertising?
the company can gather more information about the customer
What are three tools that marketers use to promote products?
advertising; public relations; personal selling
A marketer trying to stimulate consumer purchasing and dealer interest by means of short-term activities is likely to use ..... as an incentive.
sales promotion
the #promotional-tool that stimulates consumer purchasing and dealer interest by means of short=term activities, such as displays, trade shows, and exhibitions, event sponsorships, and contests, is called
sales promotion
The Internet serves to assist interactive _____ of products which aids firms in establishing relationships with customers
promotion
What term defines each definition?
___= advertising for a good or service to create interest among consumer, commercial, and industrial buyers
___= advertising to consumers by various retail stores such as supermarkets and shoe stores
___= advertising tha
product advertising;
retail advertising;
mobile advertising;
online advertising;
advocacy advertising aka cause advertising;
When a salesperson identifies a potential buyer, the salesperson is _____
prospecting
UsedFoods tried to promote caramel chocolates in the US Hispanic Market and failed, but it had great success selling in the same market products that proved successful in Mexico. This suggests that some markets are large enough for:
specially designed promotion
Why are handling objections an important step in personal selling? 3pts
Objections offer an opportunity to build trust; objections offer opportunities to explain product features; objections offer a chance to introduce others in the firm to provide additional support
Q - The traditional promotional mix for a firm consists of the: 5pts
advertising, personal selling, public relations, and sales promotion used to reach a target market.
Q - ___ refers to any paid, non-personal communication thru various media by organizations and individuals who are in some way identified in the message
advertising
Q - the evidence supports the position that promotional efforts specifically designed for individual countries produce:
better results than a global promotional strategy
Q - ____ refers to face-to-face presentation and promotion of goods and services. This also includes searching for prospects and providing follow-up services.
personal selling
Q - ____ refers to any information about a product or an organization that is communicated to the public thru the media and is not paid for or controlled by the sponsor
publicity