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Marketing
test 4
| Question | Answer |
|---|---|
| What are the 3 Promotion Objectives ? | Informing, Persuading, Reminding |
| In the promotion mix, what is 1:1? | Personal Selling |
| In the promotion mix, what is 1:Some? | Sales Promotion |
| In the promotion mix, what is 1:Many (paid by company)? | Advertisement |
| In the promotion mix, what is 1:Many (unpaid)? | Publicity |
| What are the 4 Advertising Decisions? | Target audience, Message, Media decision, Sender Decision |
| What is a Storyboard? | A mockup combining copy and visual material to show the sequence of major scenes in a commercial. |
| What are the 5 elements of Print Advertisements? | Headline, Illustration, Sub-headline, Body Copy, Signature |
| Sales promotion types (10) | Coupons, deals, premiums, contests, sweepstakes, samples, loyalty programs, POP displays, rebates, product placement |
| Personal selling equals to _____ ______ ______ ______. | Helping customers solve problems |
| Good salespeople _____ _____ so that they can _____ _____ _____. | Ask questions; Solve customers' problems |
| How do salespeople overcome objections or reservations? | Understand them and Respond honestly |
| What is the Personal Selling Process? | (Generate & Qualify Leads) - (Pre-approach) - (Sales Presentation and Overcoming Reservations) - (Closing the Sale) - (Follow-up) |
| Why is important to be ethical? | So that you can meet customers' needs profitably. |
| What is Corporate Social Responsibility? | Voluntary actions taken by a company to address the ethical, social, and environmental impacts of its business operations and the concerns of its stakeholders. |
| 6 Steps of the New-product Development Process | Idea generation - Concept testing - Product development - Market testing - Product launch - Evaluation of results |
| What are two sources of new product development? | Brainstorming & Outsourcing |
| List the four fundamental characteristics of services. | Intangible, variable, inseparable, perishable |
| The ________ gap reflects the difference between customers' expectations and the firm's perception of those customer expectations. | Knowledge |
| List the four service gaps. | Knowledge, delivery, standards, communication |
| What are the 5 service dimensions to determine overall service quality? | reliability, tangibles, responsiveness, assurance, empathy |
| Effective service recovery entails: | Listening to the customer Providing a fair solution Solving the problem |
| What are the three main factors in setting a list price? | Cost Competitors price Customers willingness to pay |
Created by:
traaward
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