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Marketing Quiz3
| Question | Answer |
|---|---|
| The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships | Promotion Mix |
| Any paid form of nonpersonal presentation and promotion of idea, goods, or services by an identifed sponsor. | Advertising |
| Short-term incentives to encourage the purchase or sale of a product or service | Sales Promotion |
| Personal prensetation by firm's sales force for the purpose of making sales and building customer relationships. | Personal Selling |
| Building good relations with the company's various publics by obtaining favorable publicity, building up a good corporate image, and handling or heading off unfavorable rumors, stories, and events. | Public Relations |
| Direct connections with carefully targeted individual consumers to both obtain an immediate response and cultivate lasting customer relationshps. | Direct Marketing |
| Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products. | Integrated Marketing Communications (IMC) |
| The stages consumers normally pass through on their way to a purchase, including awareness, knowledge, liking, preference, conviction, and finally, the actual purchase. | Buyer-Readiness Stages |
| Channels through which two or more people communicate directly with each other, including face to face, on the phone, via mail or e-mail, or even through an internet "chat." | Personal Communication Channels |
| Personal communications about a product between target buyers and neighbors, friends, family members and associates. | Word-of-mouth influence |
| Cultivating opinion leaders and getting them to spread information about a product or service to others in their communities. | Buzz Marketing |
| Media that carry messages without personal contact or feedback, including major media, atmospheres, and events. | Nonpersonal communication channels |
| Setting the promotion budget at the level management thinks the company can afford. | Affordable method. |
| Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price. | Percentage-of-sales method |
| Setting the promotion budget to match competitors' outlays. | Competitive-parity method |
| Developing the promotion budget by defining specific promotion objectives, determining the tasks needed to achieve these objectives, and estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget. | Objective-and-task method |
| A promotion strategy that calls for using the sales force and trade promotion to push the product through channels. The producer promotes the product to channels members who in turn promote it to final consumers. | Push strategy |
| A promotion strategy that calls for spending a lot on consumer advertising and promotion to induce final consumers to buy the product, creating a demand vacuum that "pulls" the product through the channel. | Pull Strategy |
| A specific communication task to be accomplished with a specific target audience during a specific period of time. | Advertising objective |
| The dollars and other resources allocated to a product or company advertising program. | Advertising budget |
| The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media. | Advertising Strategy |
| A term that has come to represent the merging of advertising and entertainment in an effort to break through the clutter and create new avenues for reaching consumers with more engaging messages. | Madison & Vine |
| The compelling "big idea" that will bring the advertising message strategy to life in a distinctive and memorable way. | Creative Concept |
| The approach, style, tone, words, and format use for executing an advertising message | Execution style |
| The vehicles through which advertising messages are delivered to their intended audience. | Advertising media |
| The net return on advertising investment divided by the costs of the advertising investment | Return on advertising investment |
| A marketing service firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs. | Advertising Agency |
| An individual representing a company to customers by performing one or more of the following activities: prospecting, communicating, selling, servicing, information gathering, and relationship building. | Salesperson |
| Analyzing, planning, implementing, and controlling sales force activities. | Sales force management |
| A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line. | Territorial Sales Force Structure |
| A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines. | Produce sales force structure |
| A sales force organization in which salespeople specialize in selling to only certain customers or industries. | Customer (or market) sales force structure |
| Salespeople who travel to call on customers in the field | Outside sales force (or field sales force) |
| Salespeople who conduct business from their offices via telephone, the Internet, and visits from prospective buyers. | Inside sales force |
| Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts. | Team Selling |
| The merging of innovative sales practices with the Web 2.0 technologies to improve sales force effectiveness and efficiency. | Sales 2.0 |
| A standard that states the amount a salesperson should sell and how sales should be divided among the company's products. | Sales Quota |
| The steps that salespeople follow when selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up. | Selling process |
| A salesperson or company identifies qualified potential customers. | Prospecting |
| A salesperson learns as much as possible about a prospective customer before making a sales call. | Preapproach |
| A salesperson meets the customer for the first time | Approach |
| A salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems. | Presentation |
| A sales person seeks out, clarifies, and overcomes any customer objections to buying. | Handling objections |
| A salesperson asks the customer for an order. | Closing |
| A salesperson follows up after the sale to ensure customer satisfaction and repeat business. | Follow-up |
| Short-term incentives to encourage the purchase or sale of a product or service | Sales Promotion |
| Sales promotion tools used to boost short-term customer buying and involvement or enhance long-term customer relationshiips. | Consumer promotions |
| Creating a brand-marketing event or serving as a sole or participating sponsor of events created by others. | Event marketing (Event sponsorships) |
| Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, promote it in advertising, and push it to consumers. | Trade promotions |
| Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople. | Business promotions |
| An organized collection of comprehensive data about individual customers or prospects, including geographic, demographic, psychographic, and behavioral data. | Customer database |
| Direct marketing by sending an offer, announcemenet, reminder, or other item to a person at a particular physical or virtual address. | Direct-mail marketing |
| Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online. | Catalog marketing |
| Using the telephone to sell directly to customers | Telephone marketing |
| Direct marketing via television, including direct-response television advertising (or infomercials) and home shopping channels. | Direct-response television marketing. |
| Efforts to market products and services and build customer relationships over the Internet. | Online marketing |
| A vast public web of computer networks that connects users of all types around the world to each other and an amazingly large information repository. | Internet |
| Businesses selling goods and services online to final consumers. | Business-to-consumer marketing |
| The so-called dot-coms, which operate online only and have no brick-and-mortar market presence. | Click only companies |
| Traditional brick-and-mortar companies that have added online marketing to their operations. | Click-and-mortar companies |
| Businesses using online marketing to reach new business customers, serve current customers more effectively, and obtain buying efficiencies and better prices. | Business-to-business (B-to-B) online marketing |
| Online exchange of foods and information between final consumers | Consumer-to-consumer (C-to-C) marketing |
| Online journals where people post their thoughts, usually on a narrowly defined topic | Blogs |
| Online exchanges in which consumers search out sellers, learn about their offers, and initiate purchases, sometimes even driving transaction terms. | Consumer-to-business (C-to-B) online marketing |
| A Web site designed to build customer goodwill, collect customer feedback, and supplement other sales channels rather than sell the company's products directly. | Corporate (or brand) Web Site |
| A Web site that engages consumers in interactions that will move them closer to a direct purchase or other marketing outcome. | Marketing Web Site |
| Advertising that appears while consumers are browsing the Web, including display ads, search-related ads, online classifieds, and other forms. | Online advertising |
| The internet version of word-of-mouth marketing: Web sites, videos, e-mail messages, or other marketing events that are so infectious that customers will want to pass them along to friends. | Viral marketing |
| Online-social communities--blogs, social networking web sites, or even virtual worlds-where people socialize or exchange information and opinions. | Online social networks |
| Unsolicited, unwanted commercial e-mail messages. | Spam. |
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