Which of the two assertions are true and which are false?
A) Consumer contests add value for consumers, while sales contests add value for salespersons.
B) Most incentives, like consumer contests and sales contests, are short-term in nature
Which of the two assertions are true and which are false?
A) In this chapter we look at the objectives and tasks of personal selling and sales force management.
B) We also take note of the decreasing professionalism in personal selling and examine the nature of retail selling
Which of the two assertions are true and which are false?
A) The best-known classification of these elements is the ‘6 Ps’: product, place, promotion and price
B) Aspects to be considered in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee
Which of the two assertions are true and which are false?
A) A new product that is in competition with existing similar products will have a huge margin for maneuvre
B) It would be expected that enough market research would have been done to ensure that there is capacity in the market for an additional product to be able to establish itself and its price must bear favourable comparison
Which of the two assertions are true and which are false?
A) A possible problem is conflict of interest, where an agent also handles a competitor’s products
B) Apsa shouldn’t try to obtain sole distribution agreements for any countries
Which of the two assertions are true and which are false?
A) A promotion gets a product or service an ‘interview’ with the customer
B) Its short-term future with the customer will depend on how he or she assesses its performance against other product candidates previously ‘interviewed’
Which of the two assertions are true and which are false?
A) A promotion has only six targets and twenty two modes
B) The targets don’t include the trade, the consumer and company employees
Which of the two assertions are true and which are false?
A) A verbally quoted price of two hundred and fifty thousand pounds doesn’t significantly less than a quote of a quarter of a million pounds
B) The smallest problem of media selection is choosing media that reach the markets or market segments the advertiser is trying to sell to
Which of the two assertions are true and which are false?
A) Advertising differs from news and publicity in that an identified sponsor pays for placing the message in the media
B) Advertising is used when sponsors want to communicate with a number of people, who cannot be reached economically and effectively through personal means
Which of the two assertions are true and which are false?
A) Advertising is used when sponsors want to communicate with a number of people, who cannot be reached economically and effectively through personal means
B) Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal vendetta
Which of the two assertions are true and which are false?
A) Advertising may be the best way to create awareness of a new product, while sales promotions such as free samples may be effective in encouraging trial of the product
B) Answering prospective buyers’ queries doesn’t requires personal selling
Which of the two assertions are true and which are false?
A) An essential feature of marketing that must be examined is pricing, which can have a profound effect upon the success of a new product and the continued life in the market-place of an established one
B) There are three considerations to be made when setting a price for a product, the economic price, the market price and the psychological price
Which of the two assertions are true and which are false?
A) An organization’s salespeople provide the most direct link to its customers; in fact, to many customers, the salespeople is the organization
B) In such cases the customer’s image of the organization is never formulated on the quality of the personal selling effort
Which of the two assertions are true and which are false?
A) Another element to consider in pricing a brand new product is the question of recouping research and development costs
B) Sales promotion activities don’t add value to the product
Which of the two assertions are true and which are false?
A) Answering prospective buyers’ queries requires personal buying
B) The relative importance of the promotion mix elements is always the same
Which of the two assertions are true and which are false?
A) Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is buying
B) The mass media used in promotion include magazines, direct mail, radio, television, billboards, and newspapers
Which of the two assertions are true and which are false?
A) At its initial launch there may be a price incentive offered in the expectation that the product will commend itself to users and so establish some level of brand loyalty
B) It is almost inevitable that the price will rise to a common level with its competitors
Which of the two assertions are true and which are false?
A) Because of their direct contact with the market, salespeople are not a valuable source of feedback concerning company products, competitors and their products, and customer requirements
B) They also play a small role in implementing marketing strategies
Which of the two assertions are true and which are false?
A) Comments by marketing people like ‘The promotion was not successful because it only achieved a temporary bump in business’ don’t demonstrate a clear misunderstanding of the role of sales promotion
B) It doesn’t follow that promotion will be most productive on new products or existing ones with a superior customer proposition
Which of the two assertions are true and which are false?
A) Companies may never attempt to use sales promotion as a solution to problems of a more radical nature
B) It only fulfils the function of selling
Which of the two assertions are true and which are false?
A) Expansion is not risky even without preliminary research into the target market
B) International research should include finding out about the economy, local habits and customs, as well as about the markets for the products you are involved with
Which of the two assertions are true and which are false?
A) If promotion accomplishes the objective to achieve a specific number of new or additional purchases during its currency, it has not fully completed its task
B) Whether or not the brand continues to grow and prosper after the promotion is over says little about the quality of the promotion — it is mainly a function of the brand’s performance, pricing and advertising
Which of the two assertions are true and which are false?
A) If the market price is pitched higher than the figure demanded by competitors it may cause sales to increase
B) If pitched lower, particularly if the difference is significant, consumers may question the quality of the product, perhaps unjustifiably
Which of the two assertions are true and which are false?
A) In deciding whether to buy or make regular use of a product, a prospective buyer moves through three stages
B) Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers about an organisation and its products
Which of the two assertions are true and which are false?
A) In the event of a reduced launch price it may be that competitors will reduce their prices so that a price war ensues
B) This will depend upon how much profit the other providers see in the new product
Which of the two assertions are true and which are false?
A) Incentives are delayed, when the purchaser has to take additional action (like mailing in an application leaflet) or has to await the outcome of chance (as in a competition)
B) In general, the purpose of advertising is to create awareness and improve attitudes towards a brand, while the objective of promotions is to translate favourable attitudes into actual purchase
Which of the two assertions are true and which are false?
A) Industries and organisations don’t vary greatly with respect to the relative importance they place on the different elements in the promotion mix
B) For instance, in the cosmetics world Avon Products Inc. never emphasises personal selling, while Revlon Inc. emphasises advertising
Which of the two assertions are true and which are false?
A) Industries and organisations don’t vary with respect to the relative importance they place on the different elements in the promotion mix
B) In deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption
Which of the two assertions are true and which are false?
A) It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact on a potential customer
B) Each of the elements can play a particular role in achieving the promotion objectives
Which of the two assertions are true and which are false?
A) It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact on a potential customer
B) Advertising is a poor way to create awareness of a new product
Which of the two assertions are true and which are false?
A) Make Money was a very successful promotion and paid for itself many times over
B) Shell pioneered the ‘matching-half promotion with ‘Make Money’
Which of the two assertions are true and which are false?
A) Make Money was very complicated
B) Every time motorists bought Shell petrol, they received a half-note with a 50p, Ј1, Ј10 or Ј100 denomination in Russian rubles
Which of the two assertions are true and which are false?
A) Many consumers realize that the producer market is actually larger than the consumer market
B) There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed to it
Which of the two assertions are true and which are false?
A) Marketers never look for market opportunities - profitable possibilities of filling unsatisfied needs or creating new ones in areas, in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well)
B) Market opportunities are never isolated by market segmentation
Which of the two assertions are true and which are false?
A) Modern organizations are never concerned about the effects of their actions on people outside their target markets
B) These people may have a lot of contact with the organization
Which of the two assertions are true and which are false?
A) Most companies seldom undertake market research
B) They collect and analyse information about the size of a potential market, but not about consumers’ reactions to particular product or service features
Which of the two assertions are true and which are false?
A) Most incentives, like consumer contests and sales contests, are short-term in nature
B) Some incentives are part of a short-term effort to inform target customers at the point of purchase
Which of the two assertions are true and which are false?
A) New promotion techniques are often developed
B) Companies inventing or exploiting successful new techniques gain the large rewards due to innovators
Which of the two assertions are true and which are false?
A) No-one engages in personal selling
B) College students use it to get dates, to get more money from their parents, and to market themselves to prospective employers
Which of the two assertions are true and which are false?
A) Non-profit organizations, political candidates, companies, and individuals don’t’ use personal selling to communicate with their publics
B) Sales promotion may be a firm’s primary promotional effort or it may supplement and complement personal selling, advertising, and public relations
Which of the two assertions are true and which are false?
A) Once a target market has been identified, a company has to decide what goods or service to offer
B) This means that much of the work of marketing has been done before the final product or service comes into existence
Which of the two assertions are true and which are false?
A) Personal selling is the youngest type of promotional effort
B) In the play ‘Death of a Salesman’, Willy Loman was obsessed with the importance of being liked
Which of the two assertions are true and which are false?
A) Personal, face-to-face contact between a seller’s representative and those people with whom the seller wants to communicate is personal selling
B) Non-profit organizations, political candidates, companies, and individuals use personal selling to communicate with their children
Which of the two assertions are true and which are false?
A) Place in a marketing mix includes such factors as distribution channels, locations of points of sale, transport, inventory size, etc.
B) It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous market of food in Gorbushka
Which of the two assertions are true and which are false?
A) Politicians use it to win votes, and college football coaches use it to recruit outstanding players
B) Physicians use it to persuade their patients to begin a regular program of exercise, the Pope uses it to sell the idea of brotherhood, the American Cancer Society uses it to solicit contributions, and the Girl Scouts of America use it to sell cookies
Which of the two assertions are true and which are false?
A) Promotion groups together advertising, publicity, sales promotion, but not personal selling
B) It is not the job of a product manager or a brand manager to look for ways to increase sales by changing the marketing mix
Which of the two assertions are true and which are false?
A) Promotion is one of the nine key components of any marketing strategy, the other three being product, place and price
B) Promotion itself is also considered to be comprised of thirty four elements
Which of the two assertions are true and which are false?
A) Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers about an organisation and its products
B) In the cosmetics world Avon Products Inc. emphasises personal selling, while Revlon Inc. emphasises advertising
Which of the two assertions are true and which are false?
A) Public relations and sales promotion can be only personal
B) An example of a non-personal type of public relations is the company spokesperson, who announces the company’s decision to expand its plant at a local Chamber of Commerce luncheon
Which of the two assertions are true and which are false?
A) Publicity is personal public relations
B) Coupons are an example of nonpersonal sales promotion
Which of the two assertions are true and which are false?
A) Sales promotion activities add value to the product because the incentives ordinarily do not accompany the product
B) For example, consumer contests add value for consumers, while sales contests add value for salespersons
Which of the two assertions are true and which are false?
A) Sales promotion communicates with targeted receivers in a way that is feasible by using other elements of the promotion mix
B) It never involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final customers
Which of the two assertions are true and which are false?
A) Sales promotion communicates with targeted receivers in a way that is not feasible by using other elements of the promotion mix
B) It involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final customers
Which of the two assertions are true and which are false?
A) Sales promotion means immediate or delayed incentives to purchase, expressed in cash or in kind
B) It has a temporary and long-term duration only, but can affect brand image in the longer-term
Which of the two assertions are true and which are false?
A) Sales representatives, who also talk to customers, are not an important source of information
B) Once the basic offer, e.g. a product concept, has been established, the company has to think about the marketing mix, i.e. all the various elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market
Which of the two assertions are true and which are false?
A) Some types of promotion techniques — like price-cuts, free gifts, coupons and samples — have been in use for over a thousand years. They still work efficiently when applied to the right situation
B) Others come and go, and some of the more transient promotion types, just like products, haven’t life cycles
Which of the two assertions are true and which are false?
A) Sponsors may be a nonprofit organization, a political candidate, a company, or an individual
B) Advertising differs from news and publicity in that an identified sponsor pays for placing the message in the media
Which of the two assertions are true and which are false?
A) Store demonstrations are an example of personal sales promotion
B) The manufacturer arranges with retailers a special in-store demonstration of its products and supplies the representatives, who conduct the demonstrations
Which of the two assertions are true and which are false?
A) Target research can be effective, and is definitely much cheaper
B) We recommend this type of research in Mexico and Chile
Which of the two assertions are true and which are false?
A) The (other) tack is not to enter the market at an average market price
B) Some incentives are part of a short-term effort to inform target customers at the point of purchase
Which of the two assertions are true and which are false?
A) The company must take account of the existence of competitors, who always have to be identified, monitored and defeated in the search for loyal customers
B)The marketing concept has to be understood only by the general manager
Which of the two assertions are true and which are false?
A) The economic price can be said to be the lowest price that can be demanded to cover all costs involved in the production of the good and its distribution, and to show a reasonable profit
B) This is the false economic price that will never make production worthwhile
Which of the two assertions are true and which are false?
A) The huge importance of the promotion mix elements can vary over time and certain forms of advertising or sales promotion may come in and out of vogue
B) Any paid form of nonpersonal communication through the mass media about a product by an identified sponsor is buying
Which of the two assertions are true and which are false?
A) The limited yet important role of sales promotion is widely recognized
B) The objective of a promotion is to achieve a specific number of new or additional purchases during its currency
Which of the two assertions are true and which are false?
A) The market price is the price that the customers don’t expect to pay
B) The term ‘expect to pay’ is unimportant
Which of the two assertions are true and which are false?
A) The modes of promotion don’t include the immediate incentive and the delayed incentive to purchase
B) Incentives are immediate, when they can be obtained concurrently with purchase, and straight price-cuts are the simplest example
Which of the two assertions are true and which are false?
A) The pricing of a completely new product is an easy task
B) In such a case initial pricing is often very high and will be reduced only when competitors enter the field
Which of the two assertions are true and which are false?
A) The second psychological price is the one, which sounds lower than it really is
B) An article marked 100 sounds cheaper than if it were marked Ј99.99
Which of the two assertions are true and which are false?
A) The ‘selling concept’ assumes that resisting consumers have to be persuaded by vigorous hard-selling techniques to buy non-essential goods or services
B) Products are bought rather than sold. The ‘marketing concept’, on the contrary, assumes that the producer’s task is to find wants and fill them
Which of the two assertions are true and which are false?
A) There are seven possible ways for Apsa to expand its activities in the region
B) One is to set up casinos and drug cartels
Which of the two assertions are true and which are false?
A) There are two sorts of psychological price
B) The first is that pertaining to luxury goods or goods generally thought of as generous presents
Which of the two assertions are true and which are false?
A) Today, it is more important for salespeople and sales managers to be well-organized
B) Computers and specialized software are helping to improve the effectiveness and efficiency of salespeople by helping them do a better job of organizing the personal selling effort
Which of the two assertions are true and which are false?
A) Unlike the other promotion mix elements, public relations is concerned primarily with people outside the target market, although it may include them
B) Government agencies, communities in which plants are located, consumerists, environmentalists, stockholders, and college professors are some of the groups reached by an organization’s public relations efforts
Which of the two assertions are true and which are false?
A) Usage or experience of a brand also strongly influences attitudes
B) Promotion is an island unto itself
Which of the two assertions are true and which are false?
A) We can classify the promotion mix elements as personal promotion, nonpersonal promotion, or a mixture of personal and nonpersonal promotion
B) Personal selling is not always personal, while advertising is not always nonpersonal
Which of the two assertions are true and which are false?
A) We suggest research of this type would be appropriate for Argentina, where establishing a subsidiary may be the best option
B) An alternative is to use overseas agents and distributors
Which of the two assertions are true and which are false?
A) When the organization understands their concerns and communicates its goals and interests, they may misinterpret, distort, or be openly hostile to the organization’s actions
B) Communication to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s goals and purposes is called public relations
Which of the two assertions are true and which are false?
A) ‘Matching-half promotion with ‘Make Money’ enabled Shell to increase its sales by 50 per cent over a ten-week period
B) When the promotion was over, sales remained under the pre-promotion level for several months
Which of the two assertions are true and which are false?
A)The mass media used in advertising include magazines, direct mail, radio, television, billboards, but not newspapers
B) Sponsors may be a nonprofit organization, a political candidate, a company, or an individual
Which of the two assertions are true and which are false?
AYou don’t sell what you make, you make what won’t be bought
B) The markets for the Walkman, video-games, personal computers, and genetic engineering, to choose some recent examples, were largely created rather than identified
A possible problem is conflict of interest, where an agent also handles a competitor’s ________
A third option - probably best for Peru and Bolivia - with the advantage that it is common in the food and drinks ___________, is franchising
According to the Wall Street Journal: “More and more shoppers are bypassing household names for the cheaper, ___________ products one shelf over
Advertising differs from news and publicity in that an identified sponsor pays for ___________ the message in the media
Advertising is used when sponsors want to communicate with a number of people, who cannot be reached economically and effectively through ___________ means
An alternative is to use overseas agents and distributors. This can be effective, and is definitely ___________ cheaper
An example of a personal type of public relations is the company ___________, who announces the company’s decision to expand its plant at a local Chamber of Commerce luncheon
And fourth, in looking at the brands argument globally, it is too easy to become misled by what is happening in an individual ________. In the UK as a whole, about one third of groceries are under supermarkets’ own labels. In the USA the proportion is only 20 per cent
Another element to consider in pricing a brand new product is the question of recouping research and development ________
Answering prospective buyers’ queries, however, requires personal ________
As David Jarvis of Hiram Walker ________: “We believe that brands will retain their halo, but people are less inclined to pay for something just because it’s a fashion accessory..”
As David Jarvis, in charge of the European operations of drinks company Hiram Walker, puts it: “A few years ago, it might have been considered smart to wear a shirt with a designer’s logo embroidered on the pocket frankly, it now seems a bit ________.”
But it does seem that the gradual shift from manufacturer-branded ___________ retailer-branded goods is worldwide
But some incentives are part of a long-term effort to inform ___________ customers at the point of purchase
But we may be witnessing the death of the ________
But, ___________ because flashy, up-market brands have lost some of their appeal, it does not follow that all brands have done so. Cadbury’s Dairy Milk is just as much a brand as Cartier watches
Choose the right preposition: A promotion gets a product or service an ‘interview’ with the customer. Its long-term future with the customer will depend ________how he or she assesses its performance against other product candidates previously ‘interviewed’
Choose the right preposition: An example of a personal type of public relations is the company spokesperson, who announces the company’s decision to expand its plant ___________ a local Chamber of Commerce luncheon
Choose the right preposition: And the Dulux Community Projects, now in their thirteenth year, enhance the brand’s image ___________ linking it with a social/environmental activity
Choose the right preposition: Comments ___________ marketing people like ‘The promotion was not successful because it only achieved a temporary bump in business’ demonstrate a clear misunderstanding of the role of sales promotion
Choose the right preposition: Companies may also attempt to use sales promotion as a solution to problems ________a more radical nature — like inferior performance — without recognizing that such a task is beyond its capabilities
Choose the right preposition: Coupons are an example of nonpersonal sales promotion. Store demonstrations are an example ___________ personal sales promotion
Choose the right preposition: Each of the elements can play a particular role ___________ achieving the promotion objectives
Choose the right preposition: Each year, awards of Dulux paint are made ________. voluntary groups who are planning painting projects for the benefit of the community
Choose the right preposition: Few consumers realize that the producer market is actually larger than the consumer market, since it contains all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment, such as buildings and machines, supplies such as energy and pens and paper, and services ranging ________cleaning to management consulting, all of which have to be marketed
Choose the right preposition: For example, advertising may be the best way to create awareness of a new product, while sales promotions such as free samples may be effective in encouraging trial ___________ the product
Choose the right preposition: For example, our campaign Exciting Entertaining After Eight, helped reposition the brand as the definitive after-dinner mint. Based ___________ a booklet — ‘The Complete Guide to Successful Entertaining’ — our multi-media campaign (including sponsored television) reinforced the brand’s characteristics of quality, sophistication and aspiration, whilst making them easily attainable by the consumer
Choose the right preposition: Government agencies, communities ___________ which plants are located, consumerists, environmentalists, stockholders, and college professors are some of the groups reached by an organization’s public relations efforts
Choose the right preposition: In such situations, it only fulfils the function of heart massage and may render a disservice ___________ temporarily obscuring the patient’s serious condition
Choose the right preposition: Incentives are immediate, when they can be obtained concurrently ________purchase, and straight price-cuts are the simplest example
Choose the right preposition: Industries and organisations vary greatly with respect to the relative importance they place ___________ the different elements in the promotion mix. For instance, in the cosmetics world Avon Products Inc. emphasises personal selling, while Revlon Inc. emphasises advertising
Choose the right preposition: It has a temporary and short-term duration only, but can affect brand image ___________ the longer-term
Choose the right preposition: It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact ___________ a potential customer
Choose the right preposition: It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous producer or industrial or business market, consisting ___________ all the individuals and organizations that acquire goods and services that are used in the production of other goods, or in the supply of services to others
Choose the right preposition: It therefore follows that promotion will be most productive on new products or existing ones ___________ a superior customer proposition
Choose the right preposition: Modern organizations are also concerned about the effects of their actions ___________ people outside their target markets
Choose the right preposition: Most management and marketing writers now distinguish ___________ selling and marketing
Choose the right preposition: No promotion is an island unto itself Sales promotion is often mistakenly viewed in isolation ___________ the other elements in the marketing plan and is sometimes utilized as a desperate measure to prop up sagging products
Choose the right preposition: Promotion is one of the four key components of any marketing strategy, the other three being product, place and price. Promotion itself is also considered to be comprised ___________ four elements: advertising, personal selling, sales promotion and public relations
Choose the right preposition: Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers ___________ an organisation and its products
Choose the right preposition: Sales promotion means immediate or delayed incentives to purchase, expressed in cash or ___________ kind
Choose the right preposition: The limited yet important role of sales promotion is not widely recognized. The objective of a promotion is to achieve a specific number of new or additional purchases ___________ its currency
Choose the right preposition: The manufacturer arranges with retailers a special in-store demonstration ___________ its products and supplies the representatives, who conduct the demonstrations
Choose the right preposition: The relative importance of the promotion mix elements can vary over time and certain forms of advertising or sales promotion may come in and ___________ of vogue
Choose the right preposition: There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom exposed ___________ it
Choose the right preposition: These are just a few ___________ Welbeck’s brand-building successes and just a few reasons why over the last nine years we have had the highest client retention rate of all the major UK public relations consultancies
Choose the right preposition: These people may have little contact with the organization, but feel it affects their welfare ___________ some way
Choose the right preposition: Unless the organization understands their concerns and communicates its goals and interests, they may misinterpret, distort, or be openly hostile ___________ the organization’s actions
Choose the right preposition: Unlike the other promotion mix elements, public relations is concerned primarily ___________ people outside the target market, although it may include them
Choose the right preposition: Usage or experience ___________ a brand also strongly influences attitudes
Choose the right preposition: We call this important contribution ___________ the marketing mix Brand Consumer Relations
Choose the right preposition: We can classify the promotion mix elements as personal promotion, nonpersonal promotion, or a mixture ___________ personal and nonpersonal promotion
Choose the right preposition: Whether or not the brand continues to grow and prosper after the promotion is over says little ___________ the quality of the promotion — it is mainly a function of the brand’s performance, pricing and advertising
Choose the right preposition: ___________ deciding whether to buy or make regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption
Choose the right preposition: ___________ general, the purpose of advertising is to create awareness and improve attitudes towards a brand, while the objective of promotions is to translate favourable attitudes into actual purchase
Choose the right preposition: ___________ the other hand, publicity is nonpersonal public relations.
Choose three possible answers: As we also saw in the previous chapter, publicity is ___________ carried in the mass media about an organization — its products, policies, personnel, or actions — at no charge to the organization for media time and space
Choose three possible answers: As we saw in the previous chapter, public relations (PR) is communication designed to correct erroneous impressions, maintain the goodwill of the organization’s many publics, and explain the organization’s ___________ and purposes
Choose three possible answers: Because ___________ skills developed before reading and writing did, it is only natural that the earliest advertising medium was the spoken word
Choose three possible answers: Direct Contact Public Relations Direct ___________ with a public includes letters, plant tours, visits by public relations personnel, and company-sponsored events
Choose three possible answers: Employers, who recruit on college campuses may write personal ___________ to professors explaining their management philosophy and required qualifications for student interviewees
Choose three possible answers: Even if the materials are judged newsworthy, the marketer has no control over how media ___________ edit the content, schedule its appearance in the media, and so on
Choose three possible answers: First, it may reach people, who ordinarily do not pay attention to advertising, sales promotion, and salespeople. Second, it has ___________ credibility than advertising
Choose three possible answers: In other words, publicity is not free ________
Choose three possible answers: In this History of Advertising, published in 1875, Henry Sampson ___________ of the beginnings of advertising
Choose three possible answers: Just when advertising began depends on how one wishes to define the ________
Choose three possible answers: Media ___________ routinely disregard materials that they do not consider newsworthy — subject matter that is untimely, uninteresting, and inaccurate
Choose three possible answers: Of course, the marketer must ___________ the costs of preparing such items as news releases and inducing media editors to print or broadcast them
Choose three possible answers: On the other hand, marketers have to recognize publicity’s limitations. The marketer has very little control over what media editors do with the publicity materials that marketers ________
Choose three possible answers: Plant ___________ often are scheduled by breweries and soft drink bottlers
Choose three possible answers: Publicity offers several advantages as a promotion ________
Choose three possible answers: Some types of institutional advertising, as indicated earlier in this chapter, are a ___________ of public relations
Choose three possible answers: There is little doubt that the desire among tradesmen and merchants to make good their wares has had an existence almost as long as the ___________ of buying and selling, and it is but natural to suppose that advertisements in some shape or form have existed not only from time immemorial, but almost for all time
Choose three possible answers: These ads mainly attempt to create or enhance a positive image for the organization. The discussions that follow ___________ on two other approaches to conducting PR: direct contact and publicity
Choose three possible answers: These tours also help in ___________ publicity
Choose three possible answers: Third, it is relatively ___________ and provides coverage that would cost many advertising dollars
Choose two possible answers: A new product that is in competition with existing similar products will have little margin for maneuvre as its price will be immediately compared with its ________
Choose two possible answers: An essential feature of marketing that must be examined is pricing, which can have a profound effect upon the success of a new product and the continued life in the market-place of an established ________
Choose two possible answers: Aspects to be ___________ in marketing products include quality, features (standard and optional), style, brand name, size, packaging, services and guarantee
Choose two possible answers: At its initial launch there may be a price incentive offered in the expectation that the product will commend itself to users and so ___________ some level of brand loyalty
Choose two possible answers: Few consumers realize that the producer market is actually larger than the consumer market, since it ___________ all the raw materials, manufactured parts and components that go into consumer goods, plus capital equipment, such as buildings and machines, supplies such as energy and pens and paper, and services ranging from cleaning to management consulting, all of which have to be marketed
Choose two possible answers: Here the buyer expects to pay high prices because the gifts are high ________
Choose two possible answers: However, in the event of a reduced launch price it may be that competitors will reduce their prices so that a price war ________
Choose two possible answers: If it is ___________ higher than the figure demanded by competitors it may cause sales to suffer; if pitched lower, particularly if the difference is significant, consumers may question the quality of the product, perhaps unjustifiably
Choose two possible answers: In other words, you don’t sell what you make, you make what will be _____. As well as satisfying existing needs, marketers can also anticipate and create new ones
Choose two possible answers: In such a case initial pricing is often very high and will be reduced only when competitors enter the ________
Choose two possible answers: In such a case, such a price war could ___________ the chances of the newcomer
Choose two possible answers: It also means that the marketing concept has to be understood throughout the company, e.g. in the production department of a manufacturing company, as ___________ as in the marketing department itself
Choose two possible answers: It is the job of a product manager or a brand manager to look for ways to ___________ sales by changing the marketing mix
Choose two possible answers: It is, of course, in almost universal ___________ in the retail trade
Choose two possible answers: It must be remembered that quite apart from consumer markets (in which people buy products for direct consumption) there exists an enormous producer or industrial or business market, consisting of all the individuals and organizations that ___________ goods and services that are used in the production of other goods, or in the supply of services to others
Choose two possible answers: It would be expected that enough market research would have been done to ensure that there is ___________ in the market for an additional product to be able to establish itself and its price must bear favourable comparison
Choose two possible answers: Market opportunities are generally isolated by market segmentation. Once a target market has been identified, a company has to decide what goods or service to ________
Choose two possible answers: Marketers are consequently always looking for market opportunities - profitable possibilities of filling unsatisfied ___________ or creating new ones in areas, in which the company is likely to enjoy a differential advantage, due to its distinctive competencies (the things it does particularly well)
Choose two possible answers: Most management and marketing ___________ now distinguish between selling and marketing
Choose two possible answers: Once the basic offer, e.g. a product concept, has been established, the company has to think about the marketing mix, i.e. all the ________elements of a marketing programme, their integration, and the amount of effort that a company can expend on them in order to influence the target market
Choose two possible answers: Place in a marketing mix includes such factors as distribution channels, locations of points of sale, transport, inventory size, ________
Choose two possible answers: Products are sold rather than ________
Choose two possible answers: Promotion groups together advertising, publicity, sales promotion, and personal selling, while price includes the basic list price, discounts, the length of the payment period, possible credit terms, and so ________
Choose two possible answers: Rather than risk launching a product or service solely on the basis of intuition or guesswork, most companies ___________ market research (GB) or marketing research (US)
Choose two possible answers: Sales representatives, who also talk to customers, are another ___________ source of information
Choose two possible answers: Similarly, a verbally ___________ price of two hundred and fifty thousand pounds sounds significantly less than a quote of a quarter of a million pounds, although the amounts are identical
Choose two possible answers: Subsequently it is almost ___________ that the price will rise to a common level with its competitors
Choose two possible answers: The best-known classification of these ___________ is the ‘4 Ps’: product, place, promotion and price
Choose two possible answers: The company must also take account of the existence of ___________, who always have to be identified, monitored and defeated in the search for loyal customers
Choose two possible answers: The other ___________ is to enter the market at an average market price, but to have something in the product that can be said to be clearly superior to its competitors
Choose two possible answers: The pricing of a ___________ new product is of especial difficulty, particularly if it is an innovation
Choose two possible answers: The second psychological price is the one, which sounds lower than it ___________ is.
Choose two possible answers: The term ‘expect to pay’ is significant, especially when the product is competing with similar ________
Choose two possible answers: The ‘marketing concept’, on the ___________, assumes that the producer’s task is to find wants and fill them
Choose two possible answers: The ‘selling concept’ assumes that resisting consumers have to be ________by vigorous hard-selling techniques to buy non-essential goods or services
Choose two possible answers: There are three considerations to be made when ___________ a price for a product, the economic price, the market price and the psychological price
Choose two possible answers: There are two sorts of psychological price. The first is that pertaining to luxury goods or goods generally ___________ as generous presents
Choose two possible answers: There is consequently more industrial than consumer marketing, even though ordinary consumers are seldom ___________ to it
Choose two possible answers: There is ___________ that criers and hawkers were shouting their wares as far back as the days of the early Greeks, Romans, and Phoenicians
Choose two possible answers: These are such things as jewellery, perfumes, high-class watches and similar ___________ most often bought as gifts
Choose two possible answers: They collect and analyse information about the size of a potential market, about consumers’ reactions to particular product or service features, and so ________
Choose two possible answers: This can be said to be the lowest price that can be demanded to cover all ___________ involved in the production of the good and its distribution, and to show a reasonable profit
Choose two possible answers: This is the price that the customers expect to pay and may be at either of the levels discussed in (a) or, more ___________, somewhere in between
Choose two possible answers: This is the ___________ economic price that will make production worthwhile
Choose two possible answers: This means that much of the work of marketing has been done before the final product or service comes into ________
Choose two possible answers: This primitive advertising, refined over the centuries, has carried down to the present ________
Choose two possible answers: This will depend upon how much a threat the other ___________ see in the new product
Choose two possible answers: Thus an article marked Ј99.99 sounds cheaper than if it were marked Ј100 and Ј9,975 sounds much cheaper than Ј10,000, though the difference is relatively ________
Choose two possible answers: The markets for the Walkman, video-games, personal computers, and genetic engineering, to choose some recent examples, were largely created rather than ________
Communication to correct erroneous impressions, ___________ the goodwill of the organization’s many publics, and explain the organization’s goals and purposes is called public relations
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Coupons are an example of nonpersonal sales promotion. Store demonstrations ___________ an example of personal sales promotion
During the second half of the eighties, the Japanese, for ___________, showed themselves willing to pay a huge premium to buy goods with a smart label and image to match: they were fashion victims par excellence
Each of the elements can play a particular role in achieving the ___________ objectives
Few brands in any area of consumer ___________ could hope to maintain so great a premium indefinitely
First, every story that now ___________ about the troubles being experienced by makers of luxury goods triggers wise nods and told-you-so frowns
For example, advertising may be the best way to create awareness of a new ___________, while sales promotions such as free samples may be effective in encouraging trial of the product
For example, consumer contests add value for consumers, while sales contests add value for ________
For instance, in the cosmetics world Avon Products Inc. emphasises personal selling, while Revlon Inc. emphasises ________
Give Russian equivalent to the term: direct consumption
Give Russian equivalent to the term: Final product
Give Russian equivalent to the term: Potential customer
Give Russian equivalent to the term: Salesperson
Give Russian equivalent to the term: Target market
Government agencies, communities in which plants are located, consumerists, environmentalists, stockholders, and college professors are some of the groups reached by an organization’s ___________ relations efforts
However, this can be expensive and risky without a lot of preliminary research into the ___________ market
In deciding whether to buy or ___________ regular use of a product, a prospective buyer moves through five stages: awareness, interest, evaluation, trial and adoption
Industries and organisations vary greatly with respect to the relative importance they place on the different elements in the promotion ________
International research should include finding out about the economy, local habits and customs, as well ___________ about the markets for the products you are involved with
It has been clear for some time - principally since recession began to be felt in the major economies of the world - that the strength of brands has been under ________
It involves any activity that offers an incentive to induce a desired response by salespersons, intermediaries, and/or final ________
It is important to keep in mind that the elements in the promotion mix must be coordinated and linked together in such a way that they will complement and reinforce each other’s impact on a potential ________
It may well be that, deep down, we would still love to own a Louis Vuitton suitcase rather than one from Woolworth’s, but while we are out of work or fearing that our job is at risk, we are not prepared to express that preference by actually spending the ________
Market opportunities are generally isolated by market…
Modern organizations are also concerned about the effects of their actions on people outside ___________ target markets
Most incentives, like consumer contests and sales contests, are ___________ in nature
Most management and marketing writers now distinguish between selling and….
No one yet knows to what extent the apparent lack of some brands’ appeal is ___________ a temporary phenomenon
Non-profit organizations, political candidates, companies, and ___________ use personal selling to communicate with their publics
On the other hand, publicity is nonpersonal ___________ relations
Once a target market has been identified, a company has to decide what goods or service to…
Over the past year or ___________, that enthusiasm to spend big money on a classy label has waned markedly
Personal ___________ is always personal, while advertising is always nonpersonal
Personal, ___________ contact between a seller’s representative and those people with whom the seller wants to communicate is personal selling
Products are sold rather than…
Promotion is one of the four ___________ components of any marketing strategy, the other three being product, place and price
Promotion itself is also considered to be comprised of four elements: advertising, personal selling, sales promotion and ___________ relations
Promotion seeks to move prospective buyers through this process by informing, reminding and persuading customers about an organisation and its ________
Put the verb in brackets in the right form: A new product that is in competition with (to exist) similar products will have little margin for maneuvre as its price will be immediately compared with its competitors
Put the verb in brackets in the right form: A third option - probably best for Peru and Bolivia - with the advantage that it is common in the food and drinks industry, (to be) franchising
Put the verb in brackets in the right form: According to the Wall Street Journal: “More and more shoppers are (to bypass) household names for the cheaper, no-name products one shelf over
Put the verb in brackets in the right form: An alternative (to be) to use overseas agents and distributors. This can be effective, and is definitely much cheaper
Put the verb in brackets in the right form: An essential feature of marketing that must be (to examine) is pricing, which can have a profound effect upon the success of a new product and the continued life in the market-place of an established one
Put the verb in brackets in the right form: Another element to consider in pricing a brand new product is the question of (to recoup) research and development costs
Put the verb in brackets in the right form: At its initial launch there may be a price incentive offered in the expectation that the product will (to commend) itself to users and so establish some level of brand loyalty: subsequently it is almost inevitable that the price will rise to a common level with its competitors
Put the verb in brackets in the right form: But we may (to be) witnessing the death of the brand
Put the verb in brackets in the right form: During the second half of the eighties, the Japanese, for example, (to show) themselves willing to pay a huge premium to buy goods with a smart label and image to match
Put the verb in brackets in the right form: First, every story that now(to appear) about the troubles being experienced by makers of luxury goods triggers wise nods and told-you-so frowns
Put the verb in brackets in the right form: Here the buyer (to expect) to pay high prices because the gifts are high class
Put the verb in brackets in the right form: However, in the event of a reduced launch price it may be that competitors will reduce their prices so that a price war (to ensue)
Put the verb in brackets in the right form: If it is (to pitch) higher than the figure demanded by competitors it may cause sales to suffer; if pitched lower, particularly if the difference is significant, consumers may question the quality of the product, perhaps unjustifiably
Put the verb in brackets in the right form: In such a case initial pricing is often very high and will be (to reduce) only when competitors enter the field
Put the verb in brackets in the right form: International research should include finding out about the economy, local habits and customs, as well as about the markets for the products you (to be) involved with
Put the verb in brackets in the right form: It has (to be) clear for some time - principally since recession began to be felt in the major economies of the world - that the strength of brands has been under fire
Put the verb in brackets in the right form: It would be expected that enough market research would have been (to do) to ensure that there is capacity in the market for an additional product to be able to establish itself and its price must bear favourable comparison
Put the verb in brackets in the right form: One (to be) to set up subsidiaries. However, this can be expensive and risky without a lot of preliminary research into the target market
Put the verb in brackets in the right form: Over the past year or two, that enthusiasm to spend big money on a classy label has (to wane) markedly
Put the verb in brackets in the right form: Similarly, a verbally quoted price of two hundred and fifty thousand pounds (to sound) significantly less than a quote of a quarter of a million pounds, although the amounts are identical
Put the verb in brackets in the right form: The first is that (to pertain) to luxury goods or goods generally thought of as generous presents
Put the verb in brackets in the right form: The franchisor can insist on various policies, standards and purchasing practice, as well as (to receive) a payment and a regular royalty from the franchisees
Put the verb in brackets in the right form: The other tack is to enter the market at an average market price, but to have something in the product that can be (to say) to be clearly superior to its competitors
Put the verb in brackets in the right form: The pricing of a completely new product (to be) of especial difficulty, particularly if it is an innovation
Put the verb in brackets in the right form: The second psychological price is the one, which (to sound) lower than it really is
Put the verb in brackets in the right form: The term ‘expect to pay’ is significant, especially when the product is (to compete) with similar goods
Put the verb in brackets in the right form: There (to be) two sorts of psychological price
Put the verb in brackets in the right form: There are three considerations to be (to make) when setting a price for a product, the economic price, the market price and the psychological price
Put the verb in brackets in the right form: There are three possible ways for Apsa to (expand) its activities in the region
Put the verb in brackets in the right form: These are such things as jewellery, perfumes, high-class watches and similar goods most often (to buy) as gifts
Put the verb in brackets in the right form: This (to show) that even the biggest and strongest brands in the world are vulnerable.”
Put the verb in brackets in the right form: This can (to be) said to be the lowest price that can be demanded to cover all costs involved in the production of the good and its distribution, and to show a reasonable profit
Put the verb in brackets in the right form: This is the price that the customers (to expect) to pay and may be at either of the levels discussed in (a) or, more probably, somewhere in between
Put the verb in brackets in the right form: This is the true economic price that (will) make production worthwhile
Put the verb in brackets in the right form: This will depend upon how much a threat the other providers see in the new product. In such a case, such a price war could (to damage) the chances of the newcomer
Put the verb in brackets in the right form: Thus an article (to mark)Ј99.99 sounds cheaper than if it were marked Ј100 and Ј9,975 sounds much cheaper than Ј10,000, though the difference is relatively insignificant
Put the verb in brackets in the right form: We (to suggest) Apsa should try to obtain sole distribution agreements for these countries
Put the verb in brackets in the right form: We recommend this type of relationship in Mexico and Chile. A possible problem is conflict of interest, where an agent also (to handle) a competitor’s products
Put the verb in brackets in the right form: We suggest research of this type would (to be) appropriate for Argentina, where establishing a subsidiary may be the best option
Put the verb in brackets in the right form: With franchising individuals (to pay) to use the name of a well-known manufacturer
Reports of the death of the brand have been exaggerated. Reports of the death of the de luxe brand may be premature, but ___________ much more plausible
Sales promotion activities add value to the product because the incentives ordinarily do not accompany the _________
Sales promotion communicates with targeted receivers in a way that is not feasible by using other ___________ of the promotion mix
Sales ___________ may be a firm’s primary promotional effort or it may supplement and complement personal selling, advertising, and public relations
Sponsors may be a nonprofit organization, a political candidate, a company, ________an individual
Tastes may have shifted downmarket, but that does not mean that they have shifted from flash-brand to no ________
The difference in ___________ between premium brand cigarettes and budget rivals in the US had become huge during the 1980s: a packet of Marlboro or Camel might cost 80 per cent more than a budget variety
The following is a brief ___________ of each element in the promotion mix
The franchisor can insist on various policies, standards and purchasing ___________, as well as receiving a payment and a regular royalty from the franchisees
The manufacturer arranges with retailers a special __________ demonstration of its products and supplies the representatives, who conduct the demonstrations
The mass media used include magazines, direct mail, radio, television, billboards, and ________
The relative importance of the promotion mix elements can vary over time and certain forms of advertising or sales ___________ may come in and out of vogue
The ‘selling concept’ assumes that resisting consumers have to be persuaded to buy non-essential goods or…
There are three possible ways for Apsa to expand its activities in the ________
These people may have little contact with the organization, but feel it affects their welfare in some ________
They ___________ to be reassured that the product is intrinsically better
This conclusion fits with one’s instincts. In the straitened nineties, with nearly 3 million out of work and 425,000 people officially classed as homeless in England ___________, conspicuous consumption now seems vulgar rather than chic
This shows that even the biggest and strongest ___________ in the world are vulnerable
Two days ago, LVMH in France, which owns Moet et Chandon champagne, Louis Vuitton and the Christian Lacroix fashion house, reported lower earnings for the first half of 1993 than it did a year ________
Unless the organization understands their concerns and communicates its goals and interests, they may misinterpret, distort, or ___________ openly hostile to the organization’s actions
Unlike the other promotion mix elements, public relations is concerned primarily with people outside the ___________ market, although it may include them
We can classify the promotion ___________ elements as personal promotion, nonpersonal promotion, or a mixture of personal and nonpersonal promotion
We recommend this type of relationship in Mexico and ________
We suggest Apsa should try to ___________ sole distribution agreements for these countries
We suggest research ___________ this type would be appropriate for Argentina, where establishing a subsidiary may be the best option
Which 2 of the following terms are related to the topic of your lesson:
Which 2 of the following terms are related to the topic of your lesson:
Which 2 of the following terms are related to the topic of your lesson:
Which 2 of the following terms are related to the topic of your lesson:
Which 2 of the following terms are related to the topic of your lesson:
With franchising individuals pay to use the ___________ of a well-known manufacturer
