FINALS - PART 2

Question 1

Advertising, direct marketing, personal selling, sales promotion, public relations, and Internet marketing are known as the ________

Answer 1

PROMOTIONAL MIX

Question 2

are two promotional tools that have risen to great importance in recent years.

Answer 2

Public relations and sales promotions

Question 3

The most visible of the four Ps, __________includes advertising direct mailing promotion, merchandising salesforce activities, brochure production, Interna communications, and public relations activities

Answer 3

promotion

Question 4

have been defined as the coordination of “all seller-initiated efforts to set up channels of information and persuasion to sell goods and services or promote an idea”

Answer 4

promotion

Question 5

is defined as any paid form of non-personal communication about an organization, product, service, or idea by an identified sponsor (Belch and Belch 2008). It is mass communication that is paid for (Shoemaker et al. 2007). It can reach the largest number of prospects very quickly.

Answer 5

ADVERTISING

Question 6

covers the various messages consumers receive from television, radio, newspapers, magazines, billboards, transit displays, and even online.

Answer 6

ADVERTISING

Question 7

is viewed as a way to create and maintain awareness of the company, property, or destination

Answer 7

ADVERTISING

Question 8

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

Answer 8

ADVERTISING OBJECTIVE

Question 9

Advertising can be classified based on its objectives:

Answer 9

1. TO INFORM
2. TO PERSUADE
3. TO REMIND

Question 10

is used to introduce a new product or to build up primary demand for the product. Companies employ aggressive tools to ensure that a new product creates excitement and demand within its target market.

Answer 10

INFORMATIVE ADVERTISING

Question 11

is used when competition is stiff. Companies rely on persuasive advertising to be able to keep their market share.

Answer 11

PERSUASIVE ADVERTISING

Question 12

is very important for products that have reached the maturity stage. Products attempt to maintain market position even if they are already top of mind.

Answer 12

REMINDER ADVERTISING

Question 13

shows how people use the product in a normal setting

Answer 13

SLICE OF LIFE

Question 14

shows how the product fits with one’s way of life.

Answer 14

Lifestyle

Question 15

creates a “wonder” world around the product or its use

Answer 15

Fantasy

Question 16

builds positive images or moods around the product such as beauty, love, fun, and serenity.

Answer 16

Mood or image

Question 17

uses simple but catchy music effectively through product jingles or songs.

Answer 17

Musical

Question 18

Creates a character that represents the product such as Jollibee, the friendly bee.

Answer 18

Personality

Question 19

reveals the company’s expertise with the product or service.

Answer 19

Technical expertise

Question 20

presents research or scientific evidence that the brand is better than competing brands.

Answer 20

Scientific evidence

Question 21

features a highly credible person such as a celebrity endorsing the product.

Answer 21

Testimonial evidence

Question 22

plays an important role in helping products become more tangible and creates differentiation

Answer 22

Celebrity Endorsers

Question 23

is an interactive system of marketing that uses one or more advertising media to affect a measurable response. It seeks to establish continuing relationships between a company and its regular customers

Answer 23

DIRECT MARKETING

Question 24

is an ideal promotional tool for products and services that want to capture a niche market.

Answer 24

DIRECT MARKETING

Question 25

Having a good database can help pinpoint prospects based on the prospects' lifestyles, demographics, purchasing patterns, etc. The direct mail campaign can be very precise in specifying its target market.

Answer 25

PRECISION TARGETING

Question 26

A person's name is the sweetest word in the world. Prospective customers will definitely read through the material when their name is on it. Addressing specific customers personally will better capture their attention than generic and random messages.

Answer 26

PERSONALIZED MESSAGES

Question 27

The company's offer is not visible to competitors since it is personalized. The competition will not be able to monitor what the offer is. Hence, they will not be able to match it.

Answer 27

PRIVACY

Question 28

Direct marketing can yield faster sales since it is targeted to actual users of the product.

Answer 28

FASTER SALES

Question 29

are available for direct mail campaigns limited only by the marketer's creativity and budget.

Answer 29

VARIETY OF PACKAGING OPTIONS

Question 30

A letter or package that is opened by the prospect will have less competition from other media content compared to billboards, TV commercials, and the like. The receiver would take more time reading through your content because it is personalized and unique.

Answer 30

LESS COMPETITION

Question 31

A response form or action is normally solicited from the prospective customer; hence, results can be immediate

Answer 31

IMMEDIATE RESULTS

Question 32

The company knows the number of direct mailers issued; hence, it will be easy to determine response rates.

Answer 32

MEASURABILITY

Question 33

There are three important elements that should be taken into consideration when planning a direct marketing campaign. These are:

Answer 33

1. LIST 2. MESSAGE 3. OFFER

Question 34

contains all the names and contact information of your target market.

Answer 34

LIST

Question 35

needs to be customized and personalized. Marketers estimate that prospective customers have very limited attention spans and it will only take a few seconds for them to make a judgment on whether to continue reading your message or for them to proceed to do other things.

Answer 35

MESSAGE

Question 36

should be interesting and worthy of the prospective customer to consider making a purchase.

Answer 36

OFFER

Question 37

One of the advantages of direct marketing as a promotional tool is its __________.

Answer 37

MEASURABILITY

Question 38

are the company's link to customers.

Answer 38

SALES REPRESENTATIVES

Question 39

represents the business to its customers

Answer 39

SALESPERSON

Question 40

can be defined as the person-to-person communication between a salesperson and a prospective customer in which needs are met in exchange for money or resources.

Answer 40

PERSONAL SELLING

Question 41

The sales professional is tasked to look into potential customers or "prospects." A good and active database should be maintained as well as networking skills to ensure that there is a steady flow of new customers coming into the business. Some sales personnel are pirated from competitors mainly because they already have a relationship with the customers availing of the services of the competition.

Answer 41

PROSPECTING

Question 42

Sales professionals need to determine how to prioritize their limited time and resources to tap customers from their list of prospects.

Answer 42

TARGETING

Question 44

Sales personnel are trained to do product presentations, to negotiate, to overcome objections, and to close the sale. This is the core of what the salesperson does for the company.

Answer 44

SELLING

Question 45

Salespersons should not remain as order takers. Instead, they should shift to becoming customer consultants helping clients solve problems and rendering technical / expert assistance.

Answer 45

SERVICING

Question 46

Sales representatives assist the company in gathering intelligence information such as what the competition is doing or what the company's needs are. They also suggest innovations based on market demands.

Answer 46

INFORMATION GATHERING

Question 47

When there are product shortages or overbookings, salespeople assist in deciding which clients to prioritize based on past and future business engagements.

Answer 47

GATHERING

Question 48

are your clients that sustain your company. These accounts should be managed well, given the proper attention, and further cultivated for more frequent consumption and upselling.

Answer 48

KEY ACCOUNTS

Question 49

means adding more companies into this key segment of the market. Cultivate secondary or marginal accounts with high potential to become key accounts.

Answer 49

GROW KEY ACCOUNTS

Question 50

can provide the company with much-needed extra sales and revenue when demand from key accounts is low.

Answer 50

MARGINAL ACCOUNTS

Question 51

Some marginal accounts may not be yielding any revenue for the company even after several attempts to make it grow. Know when to drop accounts so that time and resources allotted for said accounts can be channeled to other accounts.

Answer 51

ELIMINATE SELECTED MARGINAL ACCOUNTS

Question 52

Maintain marginal accounts that take less time and resources to service. That way, these accounts can produce marginal sales without much effort and budget provided.

Answer 52

Retain selected marginal accounts with lower-cost sales support

Question 53

Business development should always be prioritized. New business from existing accounts as well as promising prospects can be beneficial to the growth of the company.

Answer 53

Obtain new business from selected prospects

Question 54

is the process of creating a positive image and customer preference through third-party endorsement. This is by far the most important promotional tool available for the entrepreneurs

Answer 54

PUBLIC RELATIONS

Question 55

banks on the idea that if a credible person-not related to your business says something good about your product or service, then consumers may be more certain that it is really good.

Answer 55

PUBLIC RELATION

Question 56

Mass media channels help generate publicity and awareness for huge audiences. If managed well, news about the product or service can be made available to the mass market with very minimal expense.

Answer 56

PRESS/MEDIA RELATIONS

Question 57

This involves efforts to introduce or publicize new products, special events, or new developments within the business through product endorsements or mentions in various channels.

Answer 57

PRODUCT PUBLICITY

Question 58

This covers internal and external communications that promote understanding of the organization using tools such as newsletters, bulletins, and email blasts.

Answer 58

CORPORATE COMMUNICATIONS

Question 59

Public relations also includes building good relations with the public sector namely, local government units where your business operates and legislators who may pass bills that will have an impact-whether positive or negative on one's business.

Answer 59

LOBBYING

Question 60

Employees involved in PR play the role of advisers with regard to public issues that may have an effect on the company's position and image. In times of crisis, the PR manager serves as the official spokesperson of the company.

Answer 60

COUNSELING

Question 61

● Regularly produced printed or online newsletters ● Emails ● webcasts ● bulletin boards

Answer 61

Employees:

Question 62

● Printed in room collateral ● personal lettes from the general manager ● newsletters ● in-room tv programming

Answer 62

GUESTS

Question 63

● participation in local civic areas and charitable endeavors ● sponsorhip of educational and recreational activities for community members ● employee contributions to local charity fund drives

Answer 63

Community Groups

Question 64

● press conferences and events ● media visits ● press releases

Answer 64

Media/Press

Question 65

EMPLOYEES GUESTS COMMUNITY GROUPS MEDIA/PRESS

Answer 65

REGULAR AUDIENCE

Question 66

TRAVEL WRITERS CONVENTION AND VISITORS BUREAUS TRADE SHOWS

Answer 66

SPECIAL AUDIENCE

Question 67

● detailed press releases ● creative email pitches to encourage writers to visit and write about the property ● good selection of photos in a CD

Answer 67

Travel Writers

Question 68

● sponsorship of trade fairs ● detailed sales kit

Answer 68

Convention and Visitors Bureaus

Question 69

● personal meeting between PR manager and media representatives ● Media coverage during the trade show

Answer 69

Trade Shows

Question 70

Effective PR begins with ___ management.

Answer 70

TOP

Question 71

No amount of PR can overcome a ______ product.

Answer 71

FLAWED

Question 72

If the _______________ has potential "star" appeal or has already built a positive reputation, building PR messages around him/her may be the best option. Celebrities who come up with their own businesses become instant celebrity endorsers.

Answer 72

owner or operator

Question 73

One's _______ can also be used to position a product positively. A well received business location can help bring awareness to one's product or service.

Answer 73

LOCATION

Question 74

can be an opportunity to create good PR. It can be used as the trademark of a business. A good product creates positive word of mouth and that in itself is the beginning of good PR.

Answer 74

PRODUCT/SERVICE

Question 75

are direct inducements that offer extra value or incentive for the product to the sales force, distributors, or the ultimate consumer, with the primary objective of creating an immediate sale (Belch and Belch 2007). It consists of short-term incentives to encourage the purchase or sale of a product or service (Kotler et al. 2017). It involves a variety of techniques that serves to accelerate the purchase of products or services.

Answer 75

SALES PROMOTION

Question 76

Sales promotions can be targeted to different levels of the sales process:

Answer 76

1. CONSUMER 2. TRADE INTERMEDIARIES 3. SALESFORCE

Question 77

include samples, coupons, packages, rebates, price-offs, premiums, contests, refunds, bonus packs, and demonstrations.

Answer 77

Consumer-oriented promotional tools

Question 78

include allowances, free goods, cooperative advertising, contests and dealer incentives, point of purchase displays, training programs, and push money.

Answer 78

Trade promotions

Question 79

include bonuses, contests, and incentives.

Answer 79

SALESFORCE

Question 80

are offers of a trial amount of a product.

Answer 80

SAMPLES

Question 81

are certificates that offer buyers savings when they purchase specific products.

Answer 81

COUPONS

Question 82

involve putting together a set of complementing products to come up with one bundle at a special price.

Answer 82

PACKAGES

Question 83

are goods offered either for free or at a low cost to provide an incentive for consumers to buy a product.

Answer 83

PREMIUMS

Question 84

are bonuses in the form of cash or items of value that can be redeemed for regular purchases made.

Answer 84

PATRONAGE REWARDS

Question 85

includes displays and promotions that take place at the point of sale. Some hotels display brochures of their other branches at the lobby or front desk. Some souvenir items are positioned near the cashier for easy, random, and impulse purchase.

Answer 85

POINT OF PURCHASE (POP) PROMOTION

Question 86

give consumers a chance to win something such as a trip or cash upon the purchase of products and services. Raffle entries are given to consumers based on the total amount of consumption. They are then raffled off for a prize such as an overnight stay in a hotel, a resort, etc.

Answer 86

CONTESTS AND GAMES

Question 87

is the rate at which the target audience changes between two periods.

Answer 87

AUDIENCE TURNOVER

Question 88

is the number of times during the year that the target market makes the decision to purchase.

Answer 88

BEHAVIOR FREQUENCY

Question 89

is the rate at which a message is forgotten or behavior change becomes non-evident. The higher the forgetting rate, the more advertising should be applied.

Answer 89

FORGETTING RATE