You placed an order online at Staples.com for a printer and ink cartridges. As part of the checkout process, you were asked to provide your e-mail address. Now you receive e-mails from Staples.com regarding products you might like. This is an example of _
direct marketing
BMW places a TV ad for its new 7-series sedan in the highly-rated Academy Awards program. In the traditional communication model, BMW is the _______ and the Academy Awards program is the ________.
Sender and the message channel
Byron Coffey is a sales rep for a producer of fiberglass roofing shingles. He tries to persuade building materials wholesalers to switch from competing producers. Byron is _________________.
an order getter
Nissan's Altima advertises the performance of its new luxury sedan by showing it side-by-side with competing brands, like Lexus and BMW. This is ____________.
comparative advertising
After Jennifer booked a hotel room she had seen advertised, she discovered that the price advertised was not available during the weekend, and a three-day minimum stay was required. This is an example of a(n) _____ gap.
communication
In the Twilight series movies, main character Edward Cullen can be seen driving a Volvo car. This is an example of ___________.
product placement
Amy just took a job with a scrap metal collection company. Her job is to search for potential customers that need to get rid of scrap metal or those customers who wish to buy scrap metal. Amy's job fits into the _________ step of the personal-selling proc
prospecting
Demand for movie tickets is high on weekends and holidays. To compensate for low ticket sales during the week, some movie theaters offer discounted tickets to stimulate weekday demand. This is an example of the _____ nature of services.
perishable
A producer wants to increase the amount of time its sales reps spend on supporting activities. It also wishes to keep its sales reps motivated and aggressive, without completely removing income security. Which payment plan should the firm use?
Combination plan (commission and salary)
Boomerang, Inc. has created a truly new product and the firm's marketing manager is worried that consumers may not buy the product because it is such a different way of satisfying the basic need. The promotion blend for the new product probably should emp
pioneering advertising
Jonquil, Inc., located in Walla Walla, Washington, is a major manufacturer of class rings for colleges. It is one of two ring companies trying to become the solely authorized class ring distributor for Carter Glass University in Virginia-a large universit
team selling
A new specialty tea shop opened up in town. In order to lure customers into the store, the owners sent their most popular teabag to 5,000 potential customers. This is an example of ___________.
a sample
At a local fair, Ford hosted a booth and brought several models of its cars for customers to sit in and look at up close. Customers were then encouraged to fill out a comment card letting Ford know what their favorite model car was. At the end of the fair
a sweepstakes
An automobile company posts a video of its new solar-powered car on its Facebook page. This is an example of a firm _________.
using social media for public relations
The concept of services being _____ is highlighted in the fact that a hairstylist can positively impact the overall customer experience by having a friendly, attentive attitude.
inseparable
The California Raisin Advisory Board used to run ads featuring "The California Raisins," a fictitious R&B musical group composed of dancing raisins that boogied to the song "I Heard It Through the Grapevine." The ads, which were hugely popular and which g
institutional advertising
If you ever watched a television commercial and at the end of the message wondered what they were promoting, you may have had trouble __________ the IMC message.
decoding
Kevin is recognized by his friends as an activist on many fronts. He prefers to buy products from firms that will donate part of the total purchase price to organizations he supports. Marketers recognize that this approach can be an important competitive
cause-related marketing
To promote its theme parks to groups, Disney uses advertising, direct marketing, Internet promotion, and sales promotions with other companies such as McDonald's. In other words, Disney uses IMC, which stands for (an)
integrated marketing communications
Cheryl will let only Martin� cut her hair. She has tried other stylists, but she knows from experience that Martin� cuts her hair well every time. For Cheryl, __________ is the most important of the five service quality dimensions.
reliability
During the Pillsbury Bake Off, thousands of people across the country compete to create the best new recipe using the sponsor's products. Not only does the company benefit from the publicity surrounding the event and the great recipes that can be used lat
contest
Russ Berry Company is a company that makes gifts and collectibles. When its southeastern sales representative is driving through a community on her way to make a sales call, she looks for small independent florists and gift shops. When she finds a retaile
cold canvassing
When a company telephones people to ask them to contribute to the Police Benevolent Association (PBA), the calling company is using __________.
personal selling
Yolanda manages a Best Sleep Inn along an interstate highway. She knows from experience that 5 to 10 last-minute customers will call after 8 p.m. each evening looking for a room and asking the price. Yolanda has empowered her staff to offer discounts when
perishable
When travelers are bumped from overbooked flights, they are frequently offered vouchers good for future travel. The dollar value of the voucher is the airline's estimate of
distributive fairness
Brenda wants to reduce mass media IMC and to increase the use of personalized marketing communication messages. To achieve this goal, Brenda will likely increase her use of
direct marketing
Cheryl asked Nadia to help her buy some aftershave for her boyfriend. Nadia was going through a list of different brand names, when Cheryl stopped her and said, "I recognize that one." Marketers call this
aided recall
Automobile manufacturers often use television advertising showing an attractive man or woman driving the manufacturer's stylish new car on a winding road along an ocean vista. These types of ads have __________ appeal.
emotional
Tyler runs a parasailing business on Hilton Head Island, South Carolina. Tyler closes his business in winter when the water gets too cold. Tyler should use a __________ advertising schedule.
fighting
In the Campbell's Kettle Soup ad above, Campbell's is introducing its new Kettle Style soups. What type of product advertisement is this ad?
pioneering
Sterile Feral, Inc. is a nonprofit organization that catches wild or stray cats, and then neuters, vaccinates, and releases them back into the wild. The personnel of the nonprofit organization are caring people who love animals and try to do what they can
empathy
Which of the following statements should a salesperson use to acknowledge and convert the prospect's objection into a reason for buying?
Yes, you're right, it is lighter but that is done intentionally to make your work easier.
When preparing to go shopping after the Christmas holidays, Christy actively scans the ads in the local newspaper for coupons and contests. While in the store, Christy also looks for free samples of new products and products she hasn't purchased previousl
sales promotion
In the communication process, the 18-to-34 year-old men who see a NASCAR TV commercial advertising P&G's Old Spice High Endurance antiperspirant are called __________.
receivers
Gypsy just bought a gift and jewelry store on Main Street. She knows from the previous owner that almost 60 percent of her sales take place during the Christmas holiday season, with the other 40 percent of sales evenly distributed over the rest of the yea
pulsing