ADM 1100 Lecture Notes - Lecture 10: Telemarketing, Advantageous, Variable Cost

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aquamarinealpaca156

5 Nov 2017

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Product & distribution are about providing an appropriate product to the right place. Promotion & pricing are about attracting and sustaining customers. Promotion: the function of informing, persuading, and in uencing a purchase decision. Promotional mix: the combination of personal and non-personal selling that marketers use to meet the needs of a rm"s target customers and to effectively and ef ciently communicate its message to them. Personal selling: the most basic form of promotion; a direct person-to-person promotional presentation to a potential buyer. Non-personal selling: forms of selling such as advertising, sales promotion, direct marketing, and public relations. Pushing strategy: promotion of a product to wholesalers and retailers in a company"s distribution channels. *companies promote the product to members of the marketing channel, not to end users. Pulling strategy: promotion of a product by generating consumer demand for it, mainly through advertising and sales promotion appeals.

Related Questions

match the element of promotion mis it is referring whether it is a pro or con. drap and drop each item into the correct spot on the chart.

IBM-understands that this element requires more expenditire to reach more customers.

Walmart-Unsure of the outcome of the message

Xerox- has the ability to make adjustments based on immediate feedback from the customer

Toyota-consumer often delays purchase in anticipation of implementation of this element

Geico- requires ample production expenses

Dell- complements all other promotional activities, helps reduce inventories of soon-to-be replaced product lines

Hertz-allows managers wide variety of creative solutions

At&T-requires customer information to be effective/considerable time.resources

Promotion Mix Elements Pro Con

Advertising

Sales promotion

Public relations

Personal selling

Direct marketing and

interactive marketing

Â· Question 1

Transtar, a sportswear equipment manufacturer, releases a new line of energy drinks called VitaZing. The television ad for the energy drink shows people jogging, working out in a gym, and doing aerobics. The actors then take a break to drink VitaZing, which visibly re-energizes them and leads them to continue exercising. Which advertising style is most likely used in the VitaZing ad?

Answers:	lifestyle
	personality symbol
	technical expertise
	testimonial evidence
	scientific evidence

Â· Question 2

Crest toothpaste has used a ________ style of advertising to convince buyers that Crest is better than other brands at fighting cavities.

Answers:	mood or image
	fantasy
	scientific evidence
	technical expertise
	testimonial evidence

Â· Question 3

Rather than just creating and placing "TV ads" or "print ads" or "Snapchat branded story ads," many marketers now view themselves more broadly as ________ managers.

Answers:	integrated marketing communication
	content marketing
	multi-media marketing
	social media marketing
	direct marketing

Â· Question 4

In the competitive-parity method of setting an advertising budget, the budget is set based on ________.

Answers:	a percentage of current sales
	the amount spent by similar companies in the same industry
	a percentage of future sales
	objectives set by the company and the cost required to accomplish them
	the total revenues that a company makes

Â· Question 5

Which statement is most likely true about the affordable method of setting an advertising budget?

Answers:	Spending on advertising is calculated after operating expenses and capital outlays are deducted from total revenues.
	Spending on advertising is calculated based on the financial objectives a company wishes to accomplish.
	Spending on advertising is based on a competitor's advertising outlays.
	Spending on advertising is based on a predetermined percentage of current or forecasted sales for the year.
	Spending on advertising is calculated as a percentage of the unit sales price.

Â· Question 6

________ aims to make ads and brand content so engaging or useful that people want to watch them.

Answers:	subliminal advertising
	branded entertainment
	social advertising
	advertainment
	infotainment advertising

Â· Question 7

Power Pro, a leading manufacturer of lawn and garden equipment, releases a new line of cordless, lightweight, electric weed trimmers. To boost sales, Power Pro issues a 50 percent off coupon to the first 100 buyers at all Home Depot stores in the Northeast. Which element of the promotion mix has Power Pro used in this scenario?

Answers:	public relations
	personal selling
	sales promotion
	advertising
	crowdsourcing

Â· Question 8

Surf's Up, a family-owned business, offers a free surf lesson with the purchase of any surfboard over $200 during May. This is an example of which promotion mix element?

Answers:	direct and digital marketing
	sales promotion
	personal selling
	public relations
	advertising

Â· Question 9

Which of the following best describes the term "Madison and Vine"?

Answers:	voicing social concerns through advertising
	using social media for advertising a brand
	merging advertising with entertainment
	emphasizing reach over impact in advertising
	utilizing the slice of the lifestyle of advertising

Â· Question 10

A company that uses telephone marketing to sell its products to customers is most likely using the promotion tool of ________.

Answers:	merchandising
	retailing
	public relations
	advertising
	direct and digital marketing

turquoiseraccoon399

1. Marketing traditionally has been divided into a set of fourinterrelated decisions known as the marketing mix, or four Ps,including all of the following EXCEPT:
A. product
B. place
C. performance
D. promotion
E. price

2. Marketers want their firms to develop efficient operationsbecause this kind of efficiency:
A. usually leads to lower prices or greater pricingflexibility.
B. allows the firm to offer greater value to customers.
C. makes it easier to get the products customers want to them whenthey want them.
D. can lead to more attractive margins.
E. All of these

3. The Ethical Decision-Making Framework includes all of thefollowing steps EXCEPT:
A. identify issues.
B. promote the firm's corporate social responsibilityefforts.
C. gather information and identify stakeholders.
D. brainstorm and evaluate alternatives.
E. choose a course of action.

4. The centerpiece of the Marketing Environment Analysis Frameworkis:
A. green marketing.
B. corporate partners.
C. culture.
D. competitive intelligence.
E. consumers.

5. Most "big box" retailers regularly move products from one aisleto another. They also put personal care products in the pharmacyarea, many aisles away from the grocery products. They do thisbecause consumers who spend more time walking through the store arelikely to make:
A. impulse purchases.
B. limited problem solving decisions.
C. extended problem solving decisions.
D. ritual consumption purchases.
E. affective alternative decisions.

6. Edward, the leading salesperson for Harry's Honda dealership,began hearing customers asking for hybrid automobiles several yearsago. Edward alerted Harry, and Harry pre-ordered many Honda hybridsbefore they became available. In this case, the source of needrecognition was:
A. trade show demonstrations.
B. ads in trade journals.
C. customers.
D. the Internet.
E. suppliers.

7. One of the reasons marketers use loyalty segmentation is:
A. the high cost of finding new customers.
B. government tax incentives for loyalty.
C. accounting difficulties associated with identifying newcustomers.
D. rapid population increases.
E. the failure of micromarketing as a workable strategy.

8. Matt was passionate about Abercrombie & Fitch. It was theonly place he'd buy his clothes. If anyone asked him about clothes,he would talk for what seemed like hours about why he only shoppedthere. From a strictly marketing perspective, this word of mouth ispart of:
A. social insistence.
B. brand loyalty.
C. self-actualization.
D. motivation.
E. brand extension.

9. When Procter & Gamble added teeth whitening products underthe Crest brand, the firm was engaged in:
A. corporate branding.
B. brand extension.
C. brand licensing.
D. brand association.
E. perceived value branding.

10. By the time BMW and Mercedes Benz entered the mini-SUV market,there were many competitors, sales had peaked, and profits weredeclining. These firms entered the market during the ______________stage of the product life cycle.
A. introduction
B. leveling
C. maturity
D. growth
E. decline

11. By providing good customer service, firms __________ theirproducts or services.
A. eliminate the communication gap for
B. add value to
C. reduce the zone of tolerance for
D. reduce the empowerment cost associated with
E. increase the perishability of

12. Collecting information at the point of sale is astraightforward and inexpensive way to assess service quality, butthis approach will NOT be useful if:
A. customers cannot assess service quality, as in the case of oilchange or maintenance check.
B. decision-making managers do not get the results of thefeedback.
C. the person who rendered poor service is the same personcollecting the information.
D. customers are rushed and don't take the time to assess theservice.
E. All of these.

13. Ryan gave the manager of his convenience store a set ofbinoculars so she could see the gasoline prices charged by theother convenience store at that intersection. Ryan told the managerto always match the gasoline prices of the other store. Ryan isusing a _____________________ pricing strategy.
A. maximizing profits
B. target profit
C. target return
D. status quo
E. sales

14. At the break-even point:
A. costs are zero.
B. price is maximized.
C. profits are zero.
D. fixed costs are zero.
E. contribution per unit is zero.

15. For marketers to advertise a price as their ______________, theBetter Business Bureau recommends that at least 50 percent of thesales of a product occur at that price.
A. fixed price
B. zone price
C. regular price
D. leader price
E. cost-based price

16. Brenda is working on an automated re-ordering system which willelectronically re-order inventory for her shoe store as purchasesare made. Brenda is working on a supply chain management systemthat will:
A. provide products at the right time.
B. provide products at the right locations.
C. provide the right quantities.
D. minimize system-wide costs.
E. all of these.

17. A manufacturer of high-end products might consider sellingproducts in a warehouse club if:
A. there are no high-end shopping centers within a 100-mile radiusof the warehouse club.
B. the warehouse club has a good reputation.
C. the manufacturer is trying to increase market share.
D. the manufacturer overestimated demand or has a great deal ofreturned merchandise from other retailers.
E. the warehouse club wants to upgrade its image.

18. Because of the way _______________ buy merchandise, customerscan never be confident that the same merchandise will be in stockeach time they visit the store.
A. department stores
B. off-price retailers
C. discount stores
D. downstream value stores
E. category specialist stores

19. The basic goal of integrated marketing communications isto:
A. communicate the value proposition to the target market.
B. create desire.
C. manipulate consumers.
D. outspend competitors.
E. tell the world about your company.

20. The sender of an integrated marketing communication:
A. must work with the advertising specialists to ensure allrecipients interpret the message accurately.
B. can assess the manner in which receivers interpret the messagethrough gross rating points.
C. has little control over what meaning any individual receiverwill take from the message.
D. controls the meaning all receivers take from the message.
E. generally uses a rule-of-thumb interpretation index.

21. In the AIDA model:
A. advertising leads to interest, which hopefully leads to desireand then, action.
B. awareness leads to integration, which hopefully leads to desireand then, action.
C. awareness leads to interest, which hopefully leads to desire andthen, action.
D. awareness leads to interest, which hopefully leads to desire andthen, attention.
E. awareness leads to interest, which hopefully leads todetermination and then, action.

22. When Microsoft introduces a new version of its Windowsoperating system, it typically uses selected magazine, Internet,and direct mail advertising. This combination of advertisingoutlets represents Microsoft's:
A. niche buy.
B. advertising plan.
C. media mix.
D. track testing.
E. supply chain messaging.

23. _____________ advertising has the advantages of being highlytargeted and offering opportunities for personalization.
A. Television
B. Radio
C. Direct mail
D. Outdoor
E. Newspaper

24. In the United States, the regulation of advertising involves acomplex mix of laws and informal restrictions designed to:
A. protect consumers from deceptive practices.
B. stimulate domestic demand.
C. reduce international competition.
D. promote social marketing.
E. institutionalize pull strategies.

25. _________________ is a sales philosophy and process thatemphasizes a commitment to maintaining and investing in long-term,mutually beneficial business relationships.
A. Organizational buying
B. Cold calling
C. Psychographic selling
D. Relationship selling
E. Sales management

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ADM 1100 Lecture Notes - Lecture 10: Telemarketing, Advantageous, Variable Cost

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