Brainscape's Knowledge GenomeTM

Browse over 1 million classes created by top students, professors, publishers, and experts.


See full index

MKTG 415 > Final Exam > Flashcards

Final Exam Flashcards

1
Q

It provides two-way dialogue between supplier-customer

It provides for a uniform message delivered through all company media

(Advertising, selling effort, direct mail, trade shows)

It focuses on meeting the information needs of the buyer

A

Integrated Marketing Communications (IMC)

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
2
Q

Integrated Marketing Communication (IMC) Strategy Requirements

A

1) Determine how we will communicate with our customer
2) Determine how our customer wants to communicate with us
3) Measure communication and feedback and make changes where necessary

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
3
Q

IMC Planning Process (6)

A

1) Set goals
2) Determine roles for each communication element
3) Create messages
4) Place messages in appropriate media
5) Measure results
6) Make adjustments in messages and/or media

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
4
Q

Describes the mental stages through which the target must progress prior to reasoned action

A

Hierarchy-of-effects model

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
5
Q

Layers in Hierarchy-of-effects model (4)

A

1) Awareness
2) Interest
3) Desire
4) Action

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
6
Q

Directed to a general audience, primarily through trade publications, the web, television, radio, billboards

A

Advertising

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
7
Q

Directed to a specific audience to generate leads and generate sales through the mail, by fax or Internet and catalogs

A

Direct Marketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
8
Q

Focuses on relationships to create goodwill and support relationships

A

Public Relations

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
9
Q

Website information and support and e-mail for communicating

A

Internet

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
10
Q

Exhibits and demonstrates products and services in a public venue with personal interaction

A

Trade Shows

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
11
Q

Inbound and outbound electronic communication allowing greater feedback opportunities

A

Telemarketing

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
12
Q

Adaptable selling method established by one-on-one contact

A

Personal Selling

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
13
Q

Capturing information that will enable stronger customer relationships

A

Marketing Research

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
14
Q

Four roles of Advertising

A

1) Create or strengthen image
2) Create favorable climate for Salespeople
3) Generate Sales Leads
4) Close Sales

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
15
Q

How to achieve customer retention through communication (3)

A

1) Communicate proactively and regularly to your customers
2) Make dialogue easy to initiate by your customers
3) Make it easy to respond to your communication efforts

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
16
Q

Reasons to Advertise (4)

A

1) Advertising creates awareness - Communicates to any group, including customers
2) Advertising strengthens attitudes - With customers, in financial markets, with potential suppliers, with government officials
3) Advertising leads to Action – Leads prospects through decision process
4) Advertising influences financial performance – Has a positive effect on business performance

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
17
Q

Two Elements of Advertising

A

1) Creative Plan

2) Media Plan

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
18
Q

Determining what the content of the message will be (encoding)

A

Creative Plan

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
19
Q

Choosing the channel of communication

A

Media Plan

How well did you know this?
1
Not at all
2
3
4
5
Perfectly
20
Q

Steps in Advertising Strategy (4)

A

1) Determine advertising objectives
2) Determine the creative plan
3) Select Media
4) Measure advertising performance

21
Q

Four Advertising Objectives

A

1) Positioning
2) Action
3) Audience
4) Performance

22
Q

Positioning Objectives (7)

A

1) Develop the brand personality
2) Create climate for personal sales calls
3) Support other communication channels
4) Stimulate derived demand
5) Project financially healthy image
6) Support distributors or other sellers
7) Create favorable image among difficult-to-match influencers.

23
Q

Action Objectives (5)

A

1) Generate leads for field or telemarketing salespeople
2) Increase attendance at a trade show
3) Increase distribution of catalogs
4) Secure investment in company through sale of equities
5) Generate sale

24
Q

The primary roles of professional salespeople is? (4)

A

The Selling Function, Creating Value, Manage Relationships, and Gather Information

25
Q

Type of selling used when all customers’ needs are similar

A

Script Based Selling

26
Q

Process of selling that involves identifying the buyer’s needs and tailoring the sales pitch to fit those needs

A

Needs Satisfaction Selling

27
Q

Bringing specialized expertise into a complex problem in order to create a somewhat customized solution

A

Consultive Selling

28
Q

Both parties share expertise and resources to create customized solutions, and there is a commitment to joint planning for mutual benefit

A

Strategic Partner Selling

29
Q

Five Stages in Relationship Building

A

1) Awareness
2) Exploration
3) Expansion
4) Commitment
5) Dissolution

30
Q
  • Set correct expectations
  • Ensure proper initial use
  • Follow up
  • Make personal visits
  • Handle complaints
  • Achieve customer satisfaction
A

Exploration in Relationship Building

31
Q
  • Generate reorders
  • Upgrade
  • Full-line sell
A

Expansion in Relationship Building

32
Q
  • Secure complete commitment from both companies

- Manage change

A

Commitment in Relationship Building

33
Q
  • Limited relationships
  • Failure to monitor competitors or industry
  • Complacency
A

Dissolution in Relationship Building

34
Q

Three Sales Organization Options

A

1) Geographic Salespeople
2) Product Specialist
3) Sales Teams

35
Q

Sales Force Control mechanisms (2)

A

1) Quotas

2) Compensation Plans

36
Q

Represent a quantitative minimum level of acceptable performance for a specific time period

A

Quota

37
Q

5 steps to evaluate sales performance

A

1) Review specific sales objectives
2) Obtain appropriate performance data (outcomes and effort)
3) Evaluate what was beyond the salesperson’s control
4) Identify problems and opportunities
5) Create a strategy that resolves problems and seizes opportunities

38
Q

System that measures actual performance against planned performance; measures productivity and profit by the types of products, customers, and territories; and measures other key marketing variables such as customer satisfaction

A

Marketing Control System

39
Q

Three Common Sense Principles of Control

A

1) Measure Whats Important
2) Assumption and Goals determine measures
3) What gets measured is what gets done

40
Q

When the total organization is undergoing evaluation

A

Macro control

41
Q

Involves monitoring the progress of a subset of the overall marketing strategy

A

Micro control

42
Q

4 causes of variance

A

1) Tinkering
2) Systematic Sources
3) External Causes
4) Random Causes

43
Q

Making changes within a process in order to make the process more productive, by either reducing defects or increasing volume

A

Tinkering Variance

44
Q

Changing systems and creating new tolerance

A

Systematic Sources of Variance

45
Q

Identified uncontrollable causes, like the economy

A

External Causes of Variance

46
Q

Variance caused by uncontrollable and unidentified causes

A

Random Variance

47
Q

Output and Input Tools of Control (3)

A

1) Benchmarking
2) Quota and Targets
3) Budgets and Pricing Plans

48
Q

Comprehensive and systematic evaluation of the firm’s marketing operation and the environment in which it operates

A

Marketing Audit

49
Q

6 Keys to Marketing Audit

A

1) External Environment
2) Marketing Strategy
3) Level of Marketing Orientation
4) Marketing Systems and Processes
5) Marketing Functionality
6) Marketing Productivity

MKTG 415 (1 decks)

Brainscape helps you reach your goals faster, through stronger study habits.
© 2024 Bold Learning Solutions. Terms and Conditions