Chapter 13, 14, 15, 16 & 17

Question 1

Advertising

14.1 | 15.1

Answer 1

Anh paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.

Question 2

Advertising agency

15.2

Answer 2

A marketing services firm that assists companies in planning, preparing, implementing, and evaluating all or portions of their advertising programs.

Question 3

Advertising budget

15.2

Answer 3

The dollars and other resources allocated to a product or a company advertising program.

Question 4

Advertising media

15.2

Answer 4

The vehicles through which advertising messages are delivered to their intended audiences.

Question 5

Advertising objective

15.2

Answer 5

A specific communication task to be accomplished with a specific target audience during a specific period of time.

Question 6

Advertising strategy

15.2

Answer 6

The strategy by which the company accomplishes its advertising objectives. It consists of two major elements: creating advertising messages and selecting advertising media.

Question 7

Affordable method

14.4

Answer 7

Setting the promotion budget at the level management thinks the company can afford.

Question 8

Agent

13.5

Answer 8

A wholesaler who represents buyers or sellers on a relatively permanent basis, performs only a few functions, and does not take title to goods.

Question 9

Approach

16.3

Answer 9

The sales step in which a salesperson meets the customer for the first time.

Question 10

Blogs

17.3

Answer 10

Online forums where people and companies post their thoughts and other content, usually related to narrowly defined topics.

Question 11

Branded community website

17.3

Answer 11

A website that presents brand content that engages consumers and creates customer community around a brand.

Question 12

Broker

13.5

Answer 12

A wholsesaler who does not take title to goods and whose function is to bring buyers and sellers together and assist in negotiation.

Question 13

Business promotions

16.4

Answer 13

Sales promotion tools used to generate business leads, stimulate purchases, reward customers, and motivate salespeople.

Question 14

Buzz marketing

14.3

Answer 14

Cultivating opinion leaders and getting them to spread information about a product or a service to others in their communities.

Question 15

Catalog marketing

17.5

Answer 15

Direct marketing through print, video, or digital catalogs that are mailed to select customers, made available in stores, or presented online.

Question 16

Category killer

13.1

Answer 16

A giant specialty store that carries a very deep assortment of a particular line.

Question 17

Closing

16.3

Answer 17

The sales step in which a salesperson asks the customer for an order.

Question 18

Competitive-parity methode

14.4

Answer 18

Setting the promotion budget to match competitors’ outlays.

Question 19

Consumer promotions

16.4

Answer 19

Sales promotion tools used to boost short-term customer buying and engagement or enhance long-term customer relationships.

Question 20

Content marketing

14.2

Answer 20

Creating, inspiring, and sharing brand messages and conversations with and among consumers across a fluid mix of paid, owned, earned, and shared channels.

Question 21

Convenience store

13.1

Answer 21

A small store, located near a residential area, that is open long hours seven days a week and carries a limited line of high-turnover convenience goods.

Question 22

Corporate chains

13.1

Answer 22

Two or more outlets that are commonly owned and controlled.

Question 23

Creative concept

15.2

Answer 23

The compelling “big idea” that will bring an advertising message strategy to life in a distinctive and memorable way.

Question 24

Customer (or market) sales force structure

16.2

Answer 24

A sales force organization in which salespeople specialize in selling only to certain customers or industries.

Question 25

Department store | 13.1

Answer 25

A retail store that carries a wide variety of product lines, each operated as a separate department managed by specialist buyers or merchandisers.

Question 26

Digital and social media marketing | 17.2

Answer 26

Using digital marketing tools such as websites, social media, mobile apps and ads, online video, email, and blogs to engage consumers anywhere, at any time, via their digital devices.

Question 27

Direct and digital marketing | 14.1 | 17.1

Answer 27

Engaging directly with carefully targeted individual consumers and customer communities to both obtain an immediate response and build lasting customer relationships.

Question 28

Direct-mail marketing | 17.5

Answer 28

Marketing that occurs by sending an offer, announcement, reminder, or other item directly to a person at a particular address.

Question 29

Direct-response television (DRTV) marketing | 17.5

Answer 29

Direct marketing via television that persuasively describes a product and give customers a toll-free number or an online site for ordering.

Question 30

Direct-to-consumer (DTC) brands | 17.1

Answer 30

Brand that avoid direct competition with established traditional brand by selling and shipping directly to consumers only through online and mobile channels.

Question 31

Discount store | 13.1

Answer 31

A retail operation that sells standard merchandise at lower prices by accepting lower margins and selling at higher volume.

Question 32

Email marketing | 17.3

Answer 32

Sending highly targeted, highly personalized, relationship-building marketing messages via email.

Question 33

``` Event marketing (or event sponsorship) 16.4 ```

Answer 33

Creating a brandmarketing event or serving as a sole or participating sponsor of events created by others.

Question 34

Execution style | 15.2

Answer 34

The approach, style, tone, words, and format used for executing an advertising message.

Question 35

Factory outlet | 13.1

Answer 35

An off-price retailing operation that is owned and operated by a manufacturer and normally carries the manufacturer's surplus, discontinued, or irregular goods.

Question 36

Five As | 14.3

Answer 36

the five customer journey stages on the path from awareness of a brand to advocating it to others: awareness, appeal, ask, act, and advocacy.

Question 37

Follow-up | 16.3

Answer 37

The sales step in which a salesperson follows up after the sale to ensure customer satisfaction and repeat business.

Question 38

Franchise | 13.1

Answer 38

A contractual association between a manufacturer, wholesaler, or service organization (a franchisor) and independent businesspeople (franchisees) who buy the right to own and operate one or more units in the franchise system.

Question 39

Handling objections | 16.3

Answer 39

The sales step in which a salesperson seeks out, clarifies, and overcomes any customer objections to buying.

Question 40

Independent off-price retailer | 13.1

Answer 40

An off-price retailer that is independently owned and operated or a division of a larger retail corporation.

Question 41

Inside sales force | 16.2

Answer 41

Salespeople who conduct business from their offices via telephone, online and social media interactions, or visits from prospective buyers.

Question 42

Integrated marketing communications (IMC) | 14.2

Answer 42

Carefully integrating and coordinating the company's many communications channels to deliver a clear, consistent, and compelling message about the organization and its products.

Question 43

Manufacturers' and retailers' branches and offices | 13.5

Answer 43

Wholesaling by sellers or buyers themselves rather than through independent wholesalers.

Question 44

Marketing website | 17.3

Answer 44

A website that engages consumers to move them closer to a direct purchase or other marketing outcome.

Question 45

Merchant wholesaler | 13.5

Answer 45

An independently owned wholesale business that takes title to the merchandise it handles.

Question 46

Mobile marketing | 17.4

Answer 46

marketing messages, promotions, and other content delivered to on-the-go consumers through their mobile devices.

Question 47

Native advertising | 15.2

Answer 47

Advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform.

Question 48

Nonpersonal communication channels | 14.3

Answer 48

Media that carry messages without personal contact or feedback, including major media, atmospheres, and events.

Question 49

Objective-and-task method | 14.4

Answer 49

Developing the promotion budget by (1) defining specific promotion objectives, (2) determining the tasks needed to achieve these objectives, and (3) estimating the costs of performing these tasks. The sum of these costs is the proposed promotion budget.

Question 50

Off-price retailer | 13.1

Answer 50

A retailer that buys at less-than-regular wholesale prices and sells at less than retail.

Question 51

Omni-channel retailing | 13.1 | 17.3

Answer 51

Creating a seamless cross-channel buying experience that integrates instore, online, and mobile shopping.

Question 52

Online advertising | 17.3

Answer 52

Advertising that appears while consumers are browsing online, including display ads and search-related ads.

Question 53

Online marketing | 17.3

Answer 53

Marketing via the internet using company websites, online ads and promotions, email, online video, and blogs.

Question 54

Outside sales force (or field sales force) | 16.2

Answer 54

Salespeople who travel to call on customers in the field.

Question 55

Percentage-of-sales method | 14.4

Answer 55

Setting the promotion budget at a certain percentage of current or forecasted sales or as a percentage of the unit sales price.

Question 56

Personal communication channels | 14.3

Answer 56

Channels through which two or more people communicate directly with each other, including face-to-face, ont he phone, via mail or email, or even through an internet "chat".

Question 57

Personal selling | 14.1 | 16.1

Answer 57

Personal presentation by the firm's sales force for the purpose of engaging customers, making sales, and building customer relationships.

Question 58

Preapproach | 16.3

Answer 58

The sales step in which a salesperson learns as much as possible about a prospective customer before making a sales call.

Question 59

Presentation | 16.3

Answer 59

the sales step in which a salesperson tells the "value story" to the buyer, showing how the company's offer solves the customer's problems.

Question 60

Product sales force structure | 16.2

Answer 60

A sales force organization in which salespeople specialize in selling only a portion of the company's products or lines.

Question 61

``` Promotion mix (or marketing communications mix) 14.1 ```

Answer 61

The specific blend of promotion tools that the company uses to persuasively communicate customer value and build customer relationships.

Question 62

Prospecting (16.3)

Answer 62

The sales step in which a salesperson or company identifies qualifies potential customers.

Question 63

``` Public Relations (PR) 14.1 | 15.3 ```

Answer 63

Building good relations with the company's various publics by obtaining favorable publicity, building a good corporate image, and creating favorable events, stories, and other marketing content.

Question 64

Pull strategy | 14.4

Answer 64

A promotion strategy that calls for spending a lot on consumer advertising, promotion, and other content to induce final consumers to engage with and buy the product, creating a demand vacuum that "pulls" the product through the channel.

Question 65

Push strategy | 14.4

Answer 65

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 channel members who in turn promote it to final consumers.

Question 66

Retailer | 13.1

Answer 66

A business whose sales come primarily from retailing.

Question 67

Retailing | 13.1

Answer 67

All the activities involved in selling goods or services directly to final consumers for their personal, nonbusiness use.

Question 68

Return on advertising investment | 15.2

Answer 68

The net return on advertising investment divided by the costs of the advertising investment.

Question 69

Salesperson | 16.1

Answer 69

An individual who represents a company to customers by performing one or more of the following activities; prospecting, communicating, selling, servicing, information gathering, and relationship building.

Question 70

Sales promotion | 14.1 | 16.4

Answer 70

Short-term incentives to encourage the purchase or sale of a product or a service.

Question 71

Sales quota | 16.2

Answer 71

A standard that states the amount a salesperson should sell and how sales should be divided among the company's products.

Question 72

Selling process | 16.3

Answer 72

The steps that salespeople follow then selling, which include prospecting and qualifying, preapproach, approach, presentation and demonstration, handling objections, closing, and follow-up.

Question 73

Service retailer | 13.1

Answer 73

A retailer whose product line is actually a service; examples include hotels, airlines, banks, colleges, and many others.

Question 74

Shopper marketing | 13.1

Answer 74

Focusing the entire marketing process on turning shoppers into buyers as they move along toward the point of sale, wether during in-store, online, or mobile shopping.

Question 75

Shopping center | 13.3

Answer 75

A group of retail businesses built on a site that is planned, developed, owned, and managed as a unit.

Question 76

Social media | 17.4

Answer 76

Independent and commercial online social networks where people congregate to socialize and share messages, opinions, pictures, videos, and other content.

Question 77

Social selling | 16.2

Answer 77

Using online, mobile, and social media to engage customers, build stronger customer relationships, and augment sales performance.

Question 78

Spam

Answer 78

Unsolicited, unwanted commercial email messages.

Question 79

Specialty store | 13.1

Answer 79

A retail store that carries a narrow product line with a deep assortment within that line.

Question 80

Supermarket | 13.1

Answer 80

A large, low-cost, low-margin, high-volume, self-service store that carries a wide variety of grocery and household products.

Question 81

Superstore | 13.1

Answer 81

A store much larger than a regular supermarket that offers a large assortment of routinely purchased food products, nonfood items, and services.

Question 82

Team selling | 16.2

Answer 82

Using teams of people from sales, marketing, engineering, finance, technical support, and even upper management to service large, complex accounts.

Question 83

Telemarketing | 17.5

Answer 83

Using the telephone to sell directly to customers.

Question 84

Territorial sales force structure | 16.2

Answer 84

A sales force organization that assigns each salesperson to an exclusive geographic territory in which that salesperson sells the company's full line.

Question 85

Trade promotions | 16.4

Answer 85

Sales promotion tools used to persuade resellers to carry a brand, give it shelf space, and promote it in advertising.

Question 86

Viral marketing | 17.3

Answer 86

The digital version of word-of-mouth marketing: videos, ads, and other marketing content that is so infectious that customers will seek it out or pass it along to friends.

Question 87

Warehouse club | 13.1

Answer 87

An off-price retailer that sells a limited selection of brand name grocery items, appliances, clothing, and other goods at deep discounts to members who pay annual membership fees.

Question 88

Wholesaler | 13.5

Answer 88

A firm engaged primarily in wholesaling activities.

Question 89

Wholesaling | 13.5

Answer 89

All the activities involved in selling goods and services to those buying for resale or business use.

Question 90

Word-of-mouth influence | 14.3

Answer 90

The impact of the personal words and recommendations of trusted friends, family, associates, and other consumers on buying behavior.