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15 Cards in this Set

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A company's total marketing communications mix consists of a special blend of advertising, sales promotion, public relations, personal selling, and direct-marketing tools that the company uses to communicate customer value and build customer relationships. This is also called ____
The Promotion Mix
Today's consumers do not need to rely on marketer-supplied info about products and services because they can use ___ to seek out a wealth of information
The internet and other technologies
Vast numbers of consumers are aware of your product. It is now your goal to enhance preference for your product. You plan to use nonpersonal communication through PRINT media. This will include all of the following except:
Internet "Chats"
___ Consists of strong short-term incentives that invite and reward quick responses from customers
Sales Promotion
Business-to-consumer companies are more likely to emphasize a ___ promotion strategy. While business-to-business companies are more likely to emphasize a ___ promotion strategy
pull;push
An advertising objective is classified by its primary purpose, which is to inform, persuade, or ____
Remind
Which of the following is an objective of informative advertising?
Suggests new uses for a product
Persuasive Advertising becomes ____advertising when a company directly or indirectly compares its brand with one or more other pbrands
comparative
Advertisers are increasingly shifting larger portions of their budgets to media that costs less and targets more effectively. which of the following is harmed most by the shift?
Network Television
You receive a report that 68% of your target market has been exposed to your ad campaign during a given period of time. The information in the report relates to ____
Reach
___ involves two-way, personal communication between salespeople and individual customers, either in person, by telephone, or through web conferences
Personal Selling
To reduce time demands on their outside sales forces, many companies have increased the size of their inside sales forces, which include technical support people, sales assistants, and ____
telemarketers
The growing trend of using a group of people from sales, marketing, engineering, finance, tech support, and even upper management to service large, complex accounts is known as ____ selling
Team
Which step in the sales process is necessary to ensure customer satisfaction and repeat business?
Follow-Up
The CEO of Comfy Carpet, Rick Hadley, was skeptical about Web-based training until his sales manager explained that online training is:
cost competitive and efficient