review – fall 2013 true/false in business, a marketing concept will list information such as...
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Review – Fall 2013
• True/False• In business, a marketing concept will list
information such as ethnic background, age, income & geographic location.
False
True/False
• People who share similar needs and wants and who can purchase your products are called a market.
• True
• Understanding ethnic backgrounds and household income is part of market segmentation.
• True
• Buy one – get one – example of distribution
False
Miniature Golf provides ?
• service
• Which economic utility increased when fast food restaurants began accepting credit cards?
• possession utility
• Which of the utilities is not directly related to marketing?
• Form
• Which of the following purchases would most likely be made with discretionary income?
• a. fruits and vegetables c. underwear and socks
• b. magazine d. a three- subscriptions bedroom house
• magazine subscriptions
• Informing, persuading, or reminding potential customers about a product or service is called ____________________.
• promotion
• Retailers offer their customers installment or layaway plans in order to increase the ____________________ utility of their products.
• possession
• The employees of a home improvement warehouse are expert craftspeople who enjoy giving their customers advice about do-it-yourself projects. The employees' advice increases the ____________________ utility of their goods.
• information
• After conducting market research, Whole Breads Inc. decides to introduce a new low carb muffin to increase their sales. What basic marketing strategy applies? ____________________
• product planning
• When demand and production for a product increases in the world of Marketing, what usually decreases? ____________
• prices
• A combination of geographic, demographic and psychographic data about a group of people can be used to create a customer ____________________.
• profile
• Information about the values and attitudes that shape consumers' lifestyles is called ____________________.
•
• psychographics
• Expectations that reflect a marketing plans objectives is called a(n) _________________________.
• performance standard
• Political, economic, socio-cultural and technological are four areas that make up the _________________________.
• environmental scan
• The current state of the ____________________ is of interest to all businesses because it will shape both business costs and consumer spending.
• economy
• Businesses that buy products for use in their operations
• industrial market
• Deciding how much to charge for goods and services
• pricing
• Percentage of total sales generated by competing companies
• market share
• Providing customers with goods and services they want
• selling
• The added value of a product in economic terms
• utility
• Deciding how goods get into customers hands
• channel management
• Obtaining, developing, or improving a product
• product/service management
• Product, price, place, promotion
• marketing mix
• brief overview of entire marketing plan
• executive summary
• characteristics such as age, gender, ethnic background, income
• demographics
• a combination of four strategies used to market a product
• marketing mix
• separating large groups into smaller groups based on characteristics
• market segmentation
• information about where people live
• geographics
• product information gathered from Internet use
• Research
• putting a market plan into action and managing it
• implementation
• money left after taking out taxes
• disposable income
• What system involves finding customers and keeping them satisfied?
• customer relationship management
• During which step of the sale should you learn what the retail customer is looking for in a good or service?
• determining needs
• During a presentation, what is the maximum number of items a salesperson should show a customer at one time?
• three
• A customer in a computer store tells the salesperson, “I can’t buy this software program. I don’t understand the directions.” The salesperson’s replies, “Let’s read over the directions together. What is the first direction you find confusing?” What method of handling objections is the salesperson using?
• question
• When a customer is having difficulty making a buying decision, what should the salesperson do
• . stop showing additional merchandise
• Questions that require more than a “yes” or “no” answer are called ____________________ questions
• Open-ended
• Based on the dependability of her last Volkswagen automobile, Selena decided to buy a new one. So she had a(n) ________________ motive for her purchase.
• Rational
• A technique that addresses objections by showing the customer how to operate a product is called the ____________________ method.
• Demonstration
• help customers make satisfying buying decisions with ongoing relationship
• selling
• direct contact between a salesperson and a customer
• personal selling
• little or no previous experience with an item
• extensive decision making
• sales exchanges between two or more companies
• organizational selling
• phone solicitation to make a sale
• telemarketing
• companies in touch with customers via Facebook and Twitter
• social media
• locating potential customers without checking leads
• cold canvassing
• logical reason for making a purchase
• rational motive
• matching product with customer’s needs and wants
• feature-benefit selling
• a product feature that benefits the customer
• selling point
• way to determine needs
• observe
• “how may I help you?”
• service approach
• concerns, hesitations, doubts
• objections
• recommending a different product
• substitution method
• a neutral person or previous customer
• third party
• overcoming objection based on misinformation
• denial
• vocabulary used with industrial buyers
• jargon
• words that average customers can understand
• layman’s terms
• Finding customers and keeping them satisfied
• CRM
• suggesting related merchandise
• suggestion selling
• can be used when the price of a product will soon increase
• standing-room-only close
• used when the buying signal is strong
• direct close
• a first attempt to get a customer’s agreement to buy
• trial close
• offering a customer a payment plan for a purchase
• service close
• What is a special price discount that is given as an incentive to wholesalers and retailers?
• promotional allowance
• The business often has the least control over which type of promotion?
• publicity
• An elaborate display of utensils and various pans needed for cooking a Thanksgiving meal would be what type of display?
• related-merchandise display
• Score Sporting Goods always has a display with mannequins engaged in actual season-appropriate sports. How would you describe the settings for such displays?
• realistic
• What part of the store layout includes the aisles?
• the selling space
• What is an ad layout?
• sketch showing a general arrangement of ad
• A promotional ____________________ is a cost-effective combination of strategies designed to reach a company’s goals.
• Mix
• Sales promotion activities targeted for manufacturers, wholesalers, and retailers are called ____________________ promotions
• trade
• ____________________ selling involves communicating with customers directly through meetings, demonstrations, e-mail, or telephone communication
• personal
• The primary purpose of visual merchandising is to coordinate all of a business’s physical elements in order to project a particular ____________________ to customers.
• Image
• Store space that is devoted to lounges, restaurants, and seating areas is called ____________________
• customer
• The store IKEA provides many ____________________ displays that show model kitchens, bedrooms, and living rooms.
• Architectural
• Green, yellow-green, and yellow are known as ____________________ colors because they are next to each other in the color wheel.
• Adjacent
• Radio and television are both considered ____________________ media, but Web sites are not
• Broadcast
• A(n) ____________________ ad is an advertisement that appears as a rectangle or various shapes and sizes at the top, bottom, or side of a Web page.
• Banner
• An advertisement for Armstrong flooring includes the following phrase in its headline: “The Height of Fashion Right At Your Feet.” The headline is an example of the use of ____________________
• paradox
• An advertising agency that performs research, selects media, and develops copy and art for a business is called a(n) ____________________ agency.
• full-service
• An advertising ____________________ shows exactly how an ad will appear when printed.
• proof
• incentives that encourage customers to buy products or services
• sales promotion
• money a manufacturer pays a retail chain to place a product on store shelves
• slotting allowance
• a story sent to the media which is written by and about a company or organization
• news release
• interactive electronic media for people with similar interests
• social media
• convince a retailer to stock products being promoted
• push policy
• positive communication about a business
• institutional promotion
• an item such as a coupon or factory pack that is free to consumers as a condition of purchase
• premium
• negotiated right to use logos and names on retail products
• sponsorship
• a display case, counter, or bench
• fixture
• the physical outline of a display
• shape
• a spot that attracts attention first
• focal point
• found on opposite sides of a color wheel, they create contrast
• complimentary colors
• the relationship between and among objects in an arrangement
• proportion
• the combination of entrances, window awnings, and other exterior building characteristics
• storefront
• stand-alone structures that serve as promotion devices
• POPs
• fee paid to a newspaper that can guarantee advertising space during a specific period
• contract rate
• ads combined with animation, video, sound, interactivity
• internet advertising
• type of print media that can be restricted in certain locations
• billboard
• printed posters on subways, buses, and trains
• transit advertising
• advertising designed to increase sales
• promotional advertising
• publication targeted for professionals with an interest in a particular field
• trade magazine
• process of selecting appropriate advertising media
• media planning
• useful products imprinted with an advertiser’s name
• specialty media
• a rough draft to sketch
• ad layout
• selling message of a written advertisement
• copy
• a business’s identification symbol; a logo
• signature
• repeated initial consonant sounds
• alliteration
• humorous use of word suggesting two or more of its meanings
• pun
• an entire collection of advertisements as a coordinated plan
• ad campaign
• phrase that attracts readers’ attention
• headline
• catch phrase that identifies a product
• slogan
• form of non-personal promotion
• advertising
• news presentations that create awareness of an organization in the market place
• publicity
• the sign showing a business’ name
• marquee
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