Term
|
Definition
| Communications by marketers that informs, persuades, and reminds potential buyers of a product in order to influence an option or elicit a response |
|
|
Term
| The Americans for Balanced Energy Choices have spent $1.3 million on billoard, newspaper, television, and radio ads to rally support for coal-fired electricity. The council has developed a(n) ________ that sets out how it will use all of the elemnts of the promotional mix to create a coordinated plan that will become an integral part of the organization's marketing stratey. |
|
Definition
|
|
Term
|
Definition
| A plan for the optimal use of the elements of promotion: advertising, public relations, and personal selling |
|
|
Term
|
Definition
| one or more unique aspects of an organization that cause customers to patronize that firm rather that it's competitors |
|
|
Term
| Competitive advantage includes |
|
Definition
high product quality
rapid delivery
low prices
excellent service
unique features |
|
|
Term
|
Definition
| the process by which we exchange or share meanings through a common set of symbols |
|
|
Term
| what are the 2 categories of communication? |
|
Definition
Interpersonal communications- between 2 or more people
Mass Communications- use some channel to convey a message to a large group of people (billboard, commercial) |
|
|
Term
As Senders we:
As receivers we: |
|
Definition
Sender:
inform
persuade
remind
Receiver:
Develop messages
adapt messages
spot new communication opportunities |
|
|
Term
|
Definition
| marketer needs to identify who, what, and how to send message |
|
|
Term
| The Communication Process |
|
Definition
| Sender-Encoding Message- Message Channel-decoding message- receiver- feedback channel |
|
|
Term
|
Definition
Make conscious choices as to how to convey a message
Limited to which channels to use
Ex. Like to use music and printed infor and maybe a voiceover to make people cry |
|
|
Term
|
Definition
Web
Television
Newspaper
Radio |
|
|
Term
|
Definition
Customer interprets commerical
react to the message
people decode differenty and marketers can't control it |
|
|
Term
|
Definition
People who recieve information
may not have been the target market but they receive it anyways |
|
|
Term
|
Definition
Anything that distracts you from receiving the message
driving, working, being hungry, tired, bored, etc. |
|
|
Term
| The Marketing campaign for Purina One dog food uses posters in vet's offices, radio and television ads, and web site to promote benefits of the dog food. In terms of the communication process, Purina One used several different: |
|
Definition
|
|
Term
|
Definition
| Sponsored by a company or one of its brands and maintained by one or more of the company's employees |
|
|
Term
|
Definition
Independent and not associated with the marketing efforts of any particular company or brand
tend to believe more of these blogs b/c they're not associated with the company |
|
|
Term
|
Definition
Informing:
PLC stages- introduction and early growth
Persuading:
PLC Stages- Maturity
Reminding:
PLC Stages- Growth and maturity |
|
|
Term
| When Heinz introduced ketchup globally, it first had to deal with the fact ketchup is not a household staple outside the United States. Heinz had to show foreign users how ketchup can be used. Globally, Heinz has had to rely primarly on ______ advertising to convince consumers to want the product |
|
Definition
|
|
Term
|
Definition
Increases awareness
Explains how product works
Suggests new uses
Build Company Image |
|
|
Term
|
Definition
Encouraging brand switching
change customers perceptions of product attributes
Influence immediate buying decision
persuade customers to call |
|
|
Term
|
Definition
Remind customer that product may be needed
remind customers where to buy product
maintain customer awareness |
|
|
Term
|
Definition
| Combination of promotion tools used to reach the target market and fulfill the organization's overall goals |
|
|
Term
|
Definition
| any form of impersonal (one-way) paid communication in which the sponsor or company is identified |
|
|
Term
| Traditional media includes |
|
Definition
televison
radio
newspapers
magazines
books
direct mial
billboards
transit cards |
|
|
Term
|
Definition
Internet
Banner Ads
Viral Marketing
E-Mail
Interactive Video |
|
|
Term
|
Definition
The marketing function the evaluates public attitutdes, identifies areas within the organization that the public may be interested in, and executes a program of action to earn public understanding and acceptance
anything that a compnay does to communicate in negative or positive situations (event planning, writing press releases, going out and having dinner with big donors, etc) |
|
|
Term
| Functions of Public Relations |
|
Definition
Maintain a positive image
educate the public about the company's objectives
introduce new products
suppor the sales effort
generate favorable publicity |
|
|
Term
|
Definition
Marketing Activities- other than personal selling, advertising, and public relations- that advertise and make you want to buy now
End Comsumers- Free samples and contests
Company Employees: Premiums and trade shows
Trade Customers: Vacation Giveaways and coupons |
|
|
Term
|
Definition
A purchase situation involving a personal, paid-for communication between at least 2 people in an attempt to influence each other.
Traditional Selling: Transactional sale, as soon as they purchase, you forget about them)
Relationship Selling: remember customers and things they like/dislike |
|
|
Term
| Promotion of a brand like Bounce fabric softener includes advertising, sales promotion, and public relations. To successfully launch it's new product that attaches to the inside of the dryer and dispenses fabric softener, marketers of this brand need to coordinate all the promotional elements to assure consistency of the message at every contact point where a compnay needs the consumer. In other words, the marketers of BOunce would need to use: |
|
Definition
| Integrated Marketing Communications |
|
|
Term
| Integrated Marketing Communications |
|
Definition
The careful coordination of all promotional messages to assure the consistency of messages at every contact point where a company meets the consumer
Ex. NW colors are Green and black (don't make online red and black just because you feel like it, it has to stay cnosistent)
Coca cola always uses red, never goes purple |
|
|
Term
|
Definition
Proliferation of thousands of media choices
Fragmentation of the mass market
Slash of advertising spending in favor of promotional techniques that generate immediate repsonse |
|
|
Term
| What other things impact promotion? |
|
Definition
Nature of the product (find a sales person to tell about the benefits of certain product)
Stage in Product life cycle
Target market factors
Type of buying decision
Promotion Funds
Push or pulls strategy |
|
|
Term
|
Definition
Routine: (buying gum in the checkout line)
Advertising and sales promotion
Complex:(buying a new car, choosing which college to go to)
Advertising and public relations
Neither Routine nor Complex:
Personal Selling
Print Advertising |
|
|
Term
| Available promotional funds rely on: |
|
Definition
trade-offs with funds available
number of people in target market
quality of communication needed
Relative costs of promotional elements (Expensive) |
|
|
Term
|
Definition
Manufacturer promotes to wholesaler
Wholesaler promotes to retailer
retailer promotes to consumer
consumer buys from retailer |
|
|
Term
|
Definition
Manufacturer promotes to consumer
Consumer demands product from retailer
Retailer demands product from wholesaler
Wholesaler demands product from manufacturer |
|
|
Term
| The manufacturer of RObitussin Cough and cold medicin provides sturdy displays for retailers, such as Walgreen's, Kroger, and Wal-Mart, to help merchandise all the Robitussin products consumers might need for the cold and flu season. Robitussin is using a(n) _________ promotional Strategy |
|
Definition
|
|
Term
| An ad for a prescription- onlyu antihistamine that does not make it's users sleepy like many other allergy medications was run in several health and fitness magazines. The ad said that if you were interested in learninmg more about the new product or trying it out, you should ask your physician. THe manufacturer of the drug was using a ___________ promotional strategy |
|
Definition
|
|
Term
| The effects of advertising |
|
Definition
In recent years, 30 companies spent over $1 Billion each
the advertising and marketing services employ approximately 750,000 people
ad budgets of some firms are almost $4 Billion annually |
|
|
Term
| Advertising and marketing Share |
|
Definition
New brands with a small market share spend proportionally more for advertising and sales promotion than those with a large market share
(beyond a certain level of spending, diminishing returns set in--- new brands require a higher speed to reach a minimum level of exposure needed to affect purchase habits. |
|
|
Term
| The effects of advertising on consumers |
|
Definition
The average U.S. citizen is exposed to hundreds of ads each day
adverising may change a consumer's negative attitude toward a product, or reinforce a positive attitude
Advertising can affect consumer raking of a brand's attributes |
|
|
Term
| Procter and Gamble has run ads that promote it's Children's Safe Drinking Water program in which it shows its employess teaching people around the world how to purify their water. The program was instituted because 5,000 children die every year from diseases caused by unsafe water. These ads are examples of ___________ advertising |
|
Definition
|
|
Term
| Institutional Advertising |
|
Definition
Enhances a company's image rather than promotes a particular product
Corporate identity
Advocacy Advertising |
|
|
Term
|
Definition
Something they feel strongly about in the world
ex. Breast Cancer awareness, habitat for humanity, project red |
|
|
Term
|
Definition
Touts the benefits of a specific good or service
Pioneering
competitive
comparative |
|
|
Term
| Instead of sending artfully arranged flower bouquets, an entrepreneur has developed fresh fruit boquets and is marketing them under the name Edible ARrangements. The premium fruit is cut to mimic flowers, arranged in a basket, and carefuly delivered to the recipients home. One of the problems is convincing people that it is not a novelty product, but an attractive way to show how you feel about someone. Edible Arrangements will be using __________ advertising to promote it's fruit bouquets |
|
Definition
|
|
Term
| Verison Runds Ads that have a map floating over cellphone user's heads showing where they have 3G netowrk capabilities, and the red coloring on the map shows that verison's coverage is most everywher in teh US. The ads also show an unfortunate AT&T customer with a blue-shaded map showing much less 3G network coverage throughout the U.S. Verison is using ________ advertising |
|
Definition
| Comparative (takes your product and compares it to your competitor) |
|
|
Term
|
Definition
Stimulates primary demand for new product category
used in the PLC introductory stage |
|
|
Term
|
Definition
Influences demand for brand in the growth phase of the PLC
Often uses emotional appeal |
|
|
Term
|
Definition
Compares two or more competing brands, product attributes
used if growth is sluggish or if competition is strong |
|
|
Term
|
Definition
If it's important that you nkow how many people saw your add you use this
Counted by some outside entity
Neilson Ratings is the way to monitor who watched show, gender, ethnicity, age
ARbitron
Subscriptions- can tell how many were sold at retail store |
|
|
Term
|
Definition
Not an entity that tells everyone how many coupons are being redeemed, for example
Not really important to have a count |
|
|
Term
|
Definition
Newspapers
Magazines
Radio
Television
Outdoor Media
Yellow Pages
Internet
Alternative (i.e. videogame, cell phones, etc.) |
|
|
Term
| Advantages and disadvantages of Newspapers |
|
Definition
Advantages:
Geographic-selectivity
short-term advertiser commitments
news value and immediacy
year-round readership
High individual market coverage
Co-op and local tie-in availability
Short lead time
Disadvantages:
Limited demographic selectivity
limited color
low pass-along rate
may be expensive |
|
|
Term
|
Definition
| an arrangement in which the manufacturer and the retailer split the costs of advertising the manufacturer's brand |
|
|
Term
| Advantages and disadvantages of magazines |
|
Definition
Advantages:
Good reproduction
demographic selectivity
regional/local selectivity
long advertising life
high pass-along rate
Disadvantages:
Long-term advertiser commitments
slow audience build-up
limited demonstration capabilities
lack of urgency
long lead time |
|
|
Term
| Advantages and disadvantages of the radio |
|
Definition
Advantages:
Low cost
immediacy of message
short notice scheduling
no seasonal audience change
highly portable
short term advertiser commitments
entertainment carryover
Disadvantages:
No visual treatment
short advertising life
high frequency to generate comprehension and retention
background distractions
commercial clutter |
|
|
Term
| Advantages and disadvantages of Television |
|
Definition
Advantages:
Wide, diverse audience
low cost per thousand
creative opportunities for demonstration
immediacy of messages
entertainment carryover
demographic selectivity with cable
Disadvantages:
Short life of message
consumer skepticism
high campaign cost
little demographic selectivity with stations
long-term advertiser commitments
long lead times for production
commercial clutter |
|
|
Term
| TV Advertising: is less more? |
|
Definition
The number of ads in TV shows is a long standing complaint of viewers and advertisers
tests are being conducted to feature shorter commerical pods
a significant trend to affect television advertising is the rise in popularity of digital video recorders (DVRs) such as TiVo |
|
|
Term
| Advantages and disadvantages of Outdoor media |
|
Definition
Advantages:
repetition
moderate cost flexibility
geographic selectivity
Disadvantages:
Short message
lack of demographic selectivity
high noise level |
|
|
Term
| Advantages and disadvantages of internet |
|
Definition
Advantages:
fast growing
ability to reach narrow target audience
short lead time
moderate cost
Disadvantages:
Difficult to measure ad effectiveness and ROI
ad exposure relies on "click through" from banner ads
not all consumers have access to internet |
|
|
Term
|
Definition
Videogame advertising
cell phones
newest advertising media
useful for reaching youth market
over 4 billion cell phone users in the world
Growing area |
|
|
Term
All of the following are true regarding stealth marketing EXCEPT:
-It is also known as guerrilla marketing
-It is any unconventional way of performing marketing promotion
-Usually done on a low budget
-The target audience is unaware they have been marketed to
-Doesn't generate buzz |
|
Definition
|
|
Term
|
Definition
The elements in the promotional mix that:
evaluate public attitudes
identify issues of public concern
Execute programs to gain public acceptance |
|
|
Term
| Functions of public relations |
|
Definition
Press relations
Product Publicity
Corporate COmmunication
Public Affairs
Lobbying
Employee and Investor Relations
Crisis Managment |
|
|
Term
|
Definition
Need to talk to the press
provide answers to the press if asking different things
Press conference or interviews
Not only negative, but positive too |
|
|
Term
|
Definition
Outside company events
good if good, and awful if bad
if good news story, it's better than any advertising you could make
bad publicity is awful because it's outside the company; otuside your control
managing publicity is PR responsibility |
|
|
Term
|
Definition
If something inside company; history of company; talk to press; talk to other schools
make sure internal people know everything
get e-mail to let know what's going on, on campus every week |
|
|
Term
|
Definition
How we impact our community; relationship with community
make sure the community is aware of it
if company is going to expand operations, make sure town is aware of it
if impact traffic patterns; make sure people know |
|
|
Term
|
Definition
Mostly seen/ talked about as a bad thing but it can be good too
Talk to legislature on behalf of company so they have our side of the story
nature of lobbying itself is to present the information |
|
|
Term
| Employee and Investor Relations |
|
Definition
Make sure employees are happy
bearcat bookstore; NW employees got 20% off holiday shopping day
the little things; free t-shirt, etc.
investment in employees |
|
|
Term
|
Definition
When things to bad
handling bad situations
BP oil spill; BAD handling of public relations
people really watch what people say during crisis situations
Penn State-current coach is talking to pres and maybe he shouldn't if PR was actually controlling it
having a situation controlled as part of PR managers positions |
|
|
Term
| Stormbreakers, a spy movie, details the story of Alex Rider who, after the death of his uncle, is recruited as a M16 spy. Armed with a special set of gadgets, Rider's mission is to save millions of lives. In James Bond fashion, the Cross pen serves as one of the key gadgets in the film. The maker of Cross pen paid to have it's pen featured in this movie. This is an example of: |
|
Definition
|
|
Term
| Is product placement and advertising synonnomous terms? |
|
Definition
| NO. Product placement is NOT advertising. It is a product of public relations |
|
|
Term
|
Definition
New product publicity
product placement
consumer education
sponsorship
web sites |
|
|
Term
| Example of consumer education |
|
Definition
Corporations are teaching public school students about personal finance
people under age 25 are a fast growing group for credit card debt increases and bankruptcy
it is appropriate to use educational materials with corporate identity/
how should financial literacy be taught
balancing financial with educational |
|
|
Term
| A news story on the bonuses received by executives of a bank that received bailout money from the Federal government is an example of: |
|
Definition
|
|
Term
| Managing unfavorable publicity |
|
Definition
crisis managment
(a coordinated effort to handle the effects of unfavorable publicity or an unfavorable event) |
|
|
Term
|
Definition
originates with the company
new product publicity
product placement
consumer education
sponsorship
web sites |
|
|
Term
|
Definition
| may or may not originate with the company |
|
|
Term
| Advertising vs sales promotion |
|
Definition
Advertising: reason to buy
sales promotion: incentive to buy (cyber monday) |
|
|
Term
| what is the goal of sales promotion? |
|
Definition
drive immediate purchase and influence behavior
very time sensitive |
|
|
Term
| Sales promotion influences _________ NOT _________! |
|
Definition
| Sales Promotion influenes BEHAVIOR not ATTITUDE! |
|
|
Term
| Tools for consumer sales promotion |
|
Definition
Coupons
rebates
premiums
Loyalty marketing programs
contests and sweepstakes
sampling
point of purchase promotion
Online Sales Promotion |
|
|
Term
|
Definition
Are redeemed at the time of purchase
a certificate that entitles consumers to an immediate price reduction |
|
|
Term
|
Definition
ARe redeemed after purchase
a cash refund given for the purchase of a product during a specific period |
|
|
Term
|
Definition
An extra item offered to the consumer, usually in exchange for some proof of purchase
buying something and getting something else free to go with it |
|
|
Term
| Loyalty Marketing Programs |
|
Definition
A promotional program designed to build long-term, mutually beneficial relationships between a company and key custmoers
(frequent buyer program- a loyalty program in whic loyal consumers are rewarded for making multiple purchases |
|
|
Term
|
Definition
Contests: Promotions that require skill or ability to compete for prizes
sweepstakes: promotions that depend on chance or luck, with free participation |
|
|
Term
|
Definition
A promotional program that allows the consumer the opportunity to try product or service for free
methods of sampling include:
Direct mail
door to door delivery
packaging with another product
retail store demonstration |
|
|
Term
| Point of purchase promotion |
|
Definition
Build traffic
advertise the product
induce impulse buying (cool display for a product)
Push promotion |
|
|
Term
|
Definition
Free merchandise
sweepstakes
free shipping with purchases
coupons |
|
|
Term
All of the following statments describe an advantage of personal selling over other forms of promotion EXCEPT:
-Personal selling is less expensive on a per contact basis
Person selling is better for providing customers with detailed demonstrations of products
it is easier to vary the message according to what the customer needs to know with personal selling
it is easier to direct the marketing effort to directly to qualified prospects with personal selling |
|
Definition
| PERSONAL SELLING IS LESS EXPENSIVE ON A PER CONTACT BASIS |
|
|
Term
| Personal Selling is more important if: |
|
Definition
Product is a high value
product is custom made
there are a few customers
product is technically complez
customers are concentrated |
|
|
Term
| Advertising and sales promotions are more important if: |
|
Definition
Product has a low value
product is standardized
There are many customers
product is simple to understand
Customers are geographically dispersed |
|
|
Term
| Relationship (consultative) selling |
|
Definition
| A sales practice that involves building, maintainting, and enhancing interactions with customers in order to develop long-term satisfaction through mutually beneficial partnerhips |
|
|
Term
| Traditional Sales Vs Relationship Sales |
|
Definition
Traditional Sales:
Initial Sales
Repeat Sales
Relationship Sales:
Initial Sales
Repeat Sales
Successive Sales |
|
|
Term
|
Definition
| a determination of a customer's specific needs and wants and the range of options a customer has for satisfying them |
|
|
Term
| A consulatative Salesperson must know everything about: |
|
Definition
product or service
customers
compeition
industry |
|
|
Term
|
Definition
| A form of lead generation in which the salesperson approaches potential buyers without any prior knowledge of the prospect's needs or financial status |
|
|
Term
|
Definition
view objectives as requests for information
anticipate specific objections
investigate the objection with the customer
be aware of competitor's products
stay calm
use the objection to close the sale |
|
|
Term
|
Definition
Look for customer signals
keep an open mind
negotiate
tailor to each market |
|
|
Term
| _________ is communications by marketers that inform, persuade, and remind potential buyers of a product in order to influence an opinion or elicit a response |
|
Definition
|
|
Term
| 2. Communication to large audiences, usually through a medium such as television or a newspaper, is called ____________ communication. |
|
Definition
|
|
Term
| 3. The __________ is the originator of the message in the communication process |
|
Definition
|
|
Term
| 4. __________ is any form of impersonal (one way) paid communication in which the sponsor or company is identified |
|
Definition
|
|
Term
| 5. A manufacturer using the __________ promotional strategy focuses its promotional efforts on the consumer |
|
Definition
|
|
Term
| 6. _________ is any form of impersonal, sponsor-paid, one-way mass communication |
|
Definition
|
|
Term
| Unlike advertising that establishes or maintains a company's identity, ________ advertising touts the benefits of a specific good or service |
|
Definition
|
|
Term
| 8. _________ is the collaboration and sharing of online content between the sender and the receiver-- the brand and the consumer |
|
Definition
|
|
Term
| 9. Public information about a company, good, or service appearing in mass media as a news item is: |
|
Definition
|
|
Term
| Which public relations tool involves a company spending money to support an issue, cause, or event that is consistent with corporate objectives? |
|
Definition
|
|
Term
| 11. A plan for the optimal use of advertising, personal selling, sales promotion, and public relations is called a : |
|
Definition
|
|
Term
| The two major categories of communications are: |
|
Definition
|
|
Term
| Anything that interferes with, distorts, or slows the transmission of information in the communication process is referred to as: |
|
Definition
|
|
Term
| The marketing funcion that evaluates public attitudes, identifies areas within the organization that are of the public interest, and executes a program of action to gain public understanding is: |
|
Definition
|
|
Term
| __________ is the careful coordination of all promotional activities to product a consistent, unified message that is customer focused |
|
Definition
| integrated marketing communications |
|
|
Term
| ___________ advertising is designed to enhance a company's image rather than promote a particular product |
|
Definition
|
|
Term
| Which form of advertising involves an organization expressing it's views on controversial issues or repsponding to media attacks? |
|
Definition
|
|
Term
| Ads on shopping carts at grocery store and in video games are examples of; |
|
Definition
|
|
Term
| Placing advertising messages in web-based or video games to advertise or promote a product, service, organization, or issue is known as: |
|
Definition
|
|
Term
| Which of the following is a public relations strategy that involves getting a product, service, or company name to appear in a movie or television show? |
|
Definition
|
|
Term
| ________ is the process by which we exchange or share meanings through a common set of symbols. People also assign meaning to feelings, ideas, and attitudes |
|
Definition
|
|
Term
| Interpersonal communication is: |
|
Definition
| direct face-to-face communication between two or more people |
|
|
Term
| The person who decodes a message in the communication process is called the |
|
Definition
|
|
Term
| what are the three basic tasks of promotion? |
|
Definition
| informing, persuading, and reminding |
|
|
Term
| The use of aggressive personal selling and trade advertising by a manufacturer to convince a wholesaler or retailer to carry and sell it's merchandise is known as a ______ strategy |
|
Definition
|
|
Term
| what type of advertising is used to stimulate demand for new product or product category? |
|
Definition
|
|
Term
| which form of advertising is designed to influence demand for a specific brand? |
|
Definition
|
|
Term
| ___________ advertising compares two or more specifically names or shown competing brands on one or more specific attributes |
|
Definition
|
|
Term
| Which type of advertising is used to stimulate demand for a new product or product category? |
|
Definition
|
|
Term
| Which form of advertising is deesigned to influence demand for a specific brand? |
|
Definition
|
|
Term
| ____________advertising is an arrangement under which a manufacturer pays a percentage of the advertising cost for an ad that a retailer places for the manufacturer's brand |
|
Definition
|
|
Term
| __________ is used by public relations specialists to handle the effects of unfavorable publicity |
|
Definition
|
|
Term
| _________ is the marketing communication acitivites in which a short-term incentive is offered to induce the purchase of a particular good or service |
|
Definition
|
|
Term
| A certificate that entitels consumer to an immediate price reduction when they buy the product is called |
|
Definition
|
|
Term
| __________ are promotional exhibits set up at the retailer's location to build traffic, advertise the product, or induce impulse buying. They are targeted to consumer |
|
Definition
| point of purchse displays |
|
|
Term
| ____________ is direct communication between a sales representative and one or more prospecive buyers for the purpose of making a sale |
|
Definition
|
|
Term
|
Definition
| emphasises a win-win outomc |
|
|
Term
| _______ is a process of finding out about potential clients from friends, business contacts, coworkers, acquaintances, and fellow memebers in professional or civic organizations |
|
Definition
|
|
Term
| during the preapproach, the salesperson would: |
|
Definition
| learn as much as possible about the prospect's organization and it's buyers |
|
|
Term
| A ___________ is a written document or a professional presentation that oulines how a company's product will meet or exceed the client's needs |
|
Definition
|
|
Term
| When a salesperson asks for the sale, he or she is: |
|
Definition
|
|
Term
| Salespeople ensure that delivery schedules are met, that the good or service performs as promised, that buyers are trained in the use of the product. All of these functions are part of _________, the final step in the selling process |
|
Definition
|
|
Term
| ___________ is the marketing communication activities in which a short-term incentive is offered to induce the purchase of a particular good or service |
|
Definition
|
|
Term
| A(n) _________ is an extra item offered to the consumer, usually in exchange for some proof that the promoted product has been purchased |
|
Definition
|
|
Term
| Which sales promotion tool allows the consumer the opportunity to try a product or service for free?/ |
|
Definition
|
|
Term
| _________ is direct communicatino between a sales representative and one or more prospective buyers for the purpose of making a sale |
|
Definition
|
|
Term
| the set of stops a salesperson goes through to sell a particular product is called th: |
|
Definition
|
|
Term
| ________ involves of determining which sales prospects have a recognized need, buying power, and receptivity and accessibility |
|
Definition
|
|
Term
| A _______ is a written document or professional presnetation that outlines how a company's product will meed or exceed the client's needs |
|
Definition
|
|
Term
| When a salesperson asks for the sale, he or she si: |
|
Definition
|
|
Term
| ___________ is the process during which both the salesperson and the prospect offer special concessions in an attempt to arrive at a sales agreement |
|
Definition
|
|
Term
| Sales people ensure that delivery schedules are met, that the good or service performed are as promised, and that buyers are trained in the use of the product. All of these functions are part of _______, the final step in trhe selling process |
|
Definition
|
|
Term
| ________ is maketing communication activities in whicha short-term incentive is offered to induce the purchase ofa particular good or service |
|
Definition
|
|
Term
| Which type of consumer sales promotion rewards loyal customers for making multiple purchases of a particular good or service? |
|
Definition
|
|
Term
| _____ is direct communication between sales representative and one or more prospective buyers for the purpose of making a sale |
|
Definition
|
|
Term
| __________ is the sales practice that involves, building, maintaining, and enhancing interactions with customers in order to develop long-term satisfcation through mutually beneficial partnerships |
|
Definition
|
|
Term
| _______, or prospecting, is the identification of those firms and people most liekly to buy the seller's offerings |
|
Definition
|
|
Term
| The ___________ is a process that describes the homework that must be done by a salesperson before he or she contacts a prospect |
|
Definition
|
|
Term
| As part of the needs assessment, the consultative salesperson must learn everything there is to know about: |
|
Definition
the prodcut her or she is selling
the customer and their needs
the competition
the industry in which he or she is selling |
|
|
Term
| A _______ is a written document or professional presentation that oulines how a company's product will meet or exceed the client's needs |
|
Definition
|
|
Term
| Which of the following is the lack of al lthe items a customer needs to receive full satisfaction from a product or products |
|
Definition
| discrepancy of assortment |
|
|
Term
| Which of the following intermediaries sell mainly to consumer? |
|
Definition
|
|
Term
| The three basic functions channel intermediaries perform are: |
|
Definition
| transactional, logistical, and facilitating |
|
|
Term
| __________ is the efficient and cost-effective forward and reverse flow and storage of goods, services, and related information, into, through, and out of channel member companies |
|
Definition
|
|
Term
| Which level of distribution intensity is the most restrictive and entails establishing only one or a few dealers within a given geographic area? |
|
Definition
|
|
Term
| The capacity of a particular marketing channel member to control or influence the behavior of other channel members is known as: |
|
Definition
|
|
Term
| Which of the following is a key principle of supply chain managment that means multiple firms work together to perform tasks as a single unified system, rather than as several individual companies acting in isolation? |
|
Definition
|
|
Term
| which of the following assists supply chain members in achieving measurement integration by assessing the costs associated with each supply chain activity? |
|
Definition
|
|
Term
| _____ is the direct electronic transimssion, from computer to computer, of standard business forms between two organizations. When this technique is used, orders can become vitually paperless, and information about the order is vailable in both firms |
|
Definition
| electrona data interchange |
|
|
Term
| __________ are standar measures that can be used repeatedly to assess performance on a supply-chain process |
|
Definition
|
|
Term
| A discrepancy of ________ is the difference between the amount of product produced and the amount an end user wants to buy |
|
Definition
|
|
Term
| A ______ is an institution that buys goods from manufacturers, take title to these goods, and resells them to a business, government agencies, and/or other wholesalers or retailers |
|
Definition
|
|
Term
|
Definition
| do not take title to merchandise |
|
|
Term
| One configuration of a marketing channel entails producers selling to consumers with no intermediaries involved. this is called a |
|
Definition
|
|
Term
| _______ is distribution aimed at maximum market coverage. It is used for many convenience goods and supplies that need to be available in every outlet where the potential customer might want to buy them |
|
Definition
|
|
Term
| a channel leader is also called a |
|
Definition
|
|
Term
| The connected chain of all the business entitles, both internal and external to the compnay, that perform or support he logistics function is known as the: |
|
Definition
|
|
Term
| The standards set by measuring the best, quickest, and the most efficient work practices are called |
|
Definition
|
|
Term
| Which of the following technology is an automatic identification method that works with scanned bar codes to id products? |
|
Definition
| ratio frequency identification RFID |
|
|
Term
| Which of the following is the inventory control system that manages the replenishment of raw materials, supplies, and components from the supplier to the manufacturer? |
|
Definition
| Material requirement planning MRP |
|
|
Term
| A _______ discrepancy is created when a product is produced but a consumer is not ready to purchase it |
|
Definition
|
|
Term
| When an intermediary in the channel of distribution owns the merchanide and controls the term of the sale, this is referred to as |
|
Definition
|
|
Term
| _________ are wholesaling intermediaries who facilitate the sales of a product from producer to the end user by representing retailer, wholesalers, or manufacturers, and providing little input as to the term of the sale |
|
Definition
|
|
Term
| ____________ describes the processs of strategically managing the efficient flow and storage of raw materials, in-process inventory, and finished goods from point of origin to point of consumption |
|
Definition
|
|
Term
| _______ distribution is achieved by screening dealers to estimate all but a few in any single geographic area. Shopping goods adn some specialty products that consumers are willing to search for are sold this way |
|
Definition
|
|
Term
| A situation that occurs when one marketing channel member intentionally affects another members behavior is called |
|
Definition
|
|
Term
| __________ coordinates and integrates all of the activities erformed by channel emmbers intoa seamless process, from the source to the point of consumption resulting in enhanced customer and economic value |
|
Definition
|
|
Term
| All of the following activity groups are related closely to internal operations integration success except |
|
Definition
| standardication of work process across work groups |
|
|
Term
| All of the following are logistics components if the supply chain except |
|
Definition
|
|
Term
| Because supply chain management is concerned with the performance of all firms in the system simultaneously, any performance measurement system used to evaluate a supply chain must address both the chain itself and all of the processes and firms that added together compose it. One method used is called the: |
|
Definition
| balanced scorecard approach |
|
|
