Chapter 9-11 Marketing

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To be successful in using financially based incentives to encourage online purchases, the incentives

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should be meaningful to the visiting website and be changed periodically.

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Faq stands for

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frequently asked question

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firms can reduce costs when customers order over the internet in the following ways except,

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lower production costs in the manufacturing the product

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the initial step most marketers take in developing a social network presence for a company is to

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start a profile page and invite friend request

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companies use interactive marketing to accomplish all of the following objectives except

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develop sponsorship programs

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the top global cyber shopping category for travel the second highest is

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office, home and garden

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to the established retail operation, e-commerce offers customers,

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a place to obtain additional info about product, a place to locate the closest retail store where the actual purchase will be made, an alternative mode for making purchases

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the following are online interactive tactics being used by companies except

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guerrilla marketing

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Free shipping, free freight, and dollar discounts are examples of which type of incentives that can be used to encourage online shopping?

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financial

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advertise on another company's newsletter can help

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create brand awareness and drive traffic to the website

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Posting a firms web address on a shopping bag used to carry merchandise sold at a brick and mortar store is a form of

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brand spiraling

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the component of an e commerce site is used to hold products that have been chosen for purchase is a

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shopping cart

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the high usage of search engines to locate products, brands, and companies has led to change in the web design, primarly

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designing each page fully because individuals may be sent to any page on the web page

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the top global cyber shopping category is

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computer hardware?software

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The most frequent reason given for choosing a particular method of researching a product, such as google, was

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it is easier

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in terms of new product adoptions, consumer generated reviews and discussion can be important vehicles reaching

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early majority

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the development of marketing programs that create interplay between cunsumers and businesses rather than simply sending a messages to potential customers is

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interactive marketing

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brand spiraling is using

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traditional media to promote and attract customers to a website

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credit card companies such as visa and mastercard, have recently created ads about

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payment systems with high level security

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all of the following are problems faced in international e commerce except

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currency foreign exchange capabilities

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the component of an ecommerce site used to display goods or services listed for sale is the

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catalog

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a growing form of e commerce in the B2B sector is

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online exchanges and auctions

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a financial incentive may cause a consumer to switch to e commerce, a value added incentive is designed to

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change purchase habits more permanantly

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companies can speed up the process of SEO with paid search insertions by

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registering with various search engines in order to have the site indexed

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the ecommerce that has strong ramifications for the ultimate success of e commerce is

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changing purchasing habits

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the benefits to manufacturers for measuring the impact of POP displays with POS data obtained from retailers include all of the following except

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helps manufacturers to know when to move or withdraw a POP display from a retail store

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according to the word of mouth marketing association, the practice of using company employees agency employees to pose as customers is

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unethical unless the person is upfront and clearly identifies himself or herself as being with the company

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the primary disadvantage of video game ads or product placement is

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the ad or product placement becomes static and is no longer noticed

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the most common reason retailers do not use point of purchases displays furnished by

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inappropriate for the channel

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the newest trend in escalator ads is to places ads on

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the steps

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budgets for product placements and branded entertainment have increased for the following reasons except

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seeing brands used in movies and television shows intensified the desire to purchase the brand

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buzz, or word of mouth, marketing can be generated in the following ways, except:

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companies developing user generated ads or blogs

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guerrilla marketing would include all of the following characteristics, except

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a national campaign

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POP stands for

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point of purchase

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the integration of entertainment and advertising by embedding brands into the storyline of a movie, television show, or other entertainement medium is

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branded entertainment

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a paintball "cat shoot" designed to raise funds for the local humane society while attracting attention and customers is an example of

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guerrilla marketing

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buzz marketing can be compared to a virus. the incubatin stage

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involves the product being used by a few innovators or trendsetters

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the goal of alternative media programs is to identify

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new places were a consumers path intersects with a brand presence

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when red bull launched its drink int he USA, competitors were

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slow to react

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the best most effective POP displays utulize the following techniques, except

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integrate the brands image with the retailers branding theme

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in game brand placement in video has of the advantages of product placement and branded entertainment in addition it has added benefit of

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interactivity

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lifestyle marketing

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involves identifiying marketing mehtods associated with the hobbies and entertainment venues of a target market

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the best most effective effective POP displays utulize the following techniques except

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use corrugated cardboard for the display

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contacting consumers at places such as farmers market, bluegrass fests, city wide sales is

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lifestyle marketing

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all of the following concepts are associated with guerrilla marketing except

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designed to obliretate the competition

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the concept of guerilla marketing was created by

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Jay conrad levinson

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the ultimate demonstration of brand loyalty and brand devotion is

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branded community

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guerilla marketing is

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not as much a method of marketing as a mentality or approach to marketing

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red bull's entry into the US is viewed by experts as classic use of

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alternative and buzz marketing

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red bull was first launched in

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australia

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the secrets to developing customer loyalty include the following except

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responses

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to optimize permission marketing firms must grant customers empowerment which means customers

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believe they have power throughout the entire relationship, not just at the beginning

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adding geographic codes to customer records to plot them on a map is called

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geocoding

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in devloping a CRM program the share of customer term refers to

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the potential value that could be added to given customers lifetime value

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since 1853 levi's has operated under the following principles except

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frugality

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a company uses lifetime value to segment their customers into five different segments, the marketing apprach that should be used for the top segment, which has the highest has the lifetime value is

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reward them for their patronage

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an operational database contains

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the transactions individuals have with a firm and follows accounting principles

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the two primary metrics of CRM are

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lifetime value of customers and share of consumers

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to maintain positive attitudes in a permission marketing program, consumers must be given rewards along the way doing so creates the feeling of

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reciprocity

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a useful metric for evaluating members in a frequency program is

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RFM analysis

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outboard direct response telemarketing is most successful when

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it is tied into a database and either customers or prospects are being called

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in calculating the lifetime value of a market segment the figures that are more difficult to obtain and are contained only in the marketing database are

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retention rates and purchases per year

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RFM analysis refers to the use of the following except

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marketing

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data mining can be used for each of the following purposes except

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develop profiles of customers who tend to purchase competing brands

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in determining lifetime value, customer acquistion costs are determined by

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dviding the total marketing and ad costs by the number of new customers

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many marketing experts believe calculating the lifetime value of a market segment is superior

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it sums cost across a market segment

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haley often purchases clothes from the VF corp online. on her birthday the VF corporation sends her an email card with a voucher this is

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trawling

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the primary advantege of segmenting customers by lifetime value is

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the oppurtunity to develop a differernt marketing program for each segment

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the direct marketing technology that allows for customized printing of material is called

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digital direct to press

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to optimize permission marketing programs firms must feature

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empowerment and reciprocity

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two common forms of database coding are

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lifetime value analysis and RFM analysis

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the key reason many CRM programs failed was

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a focus on sale rather than enhancing relationships with customers

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the following are examples of data mining except

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target identifying what other retail stores customers use for particular purchases

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the primary reason for building a database, coding the information, and mining the data is to use the output to

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establish one on one communication with each customer

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in RFM analysis F refers to frequency which is the

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number of purchases within a specific time period normally a year.

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A coupon on a 2 liter of pepsi, offering 1 off on a bag of patato chips, is which type of coupon?

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cross ruffing

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offering financial incentives to channel members in order to motivate them to make a purchase is a

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trade allowance

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regional or specialty trade shows would be better than a large, national wide show for all of the following goals except,

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enhance a firms brand or corporate name

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the primary disadvantage to a retailer using diversion is

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additional shipping costs

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rewards given as contest prizes to brokers, retail salespeople, retail stores, wholesalers, or agents are part of a

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trade contest

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the two primary goals of contests and sweepstakes are to

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encourage customer traffic and boost sales

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when provided with an offer of a 10% discount to purchase 10,000 electronic calculators within 30 days, target buys 30,000 instead to take advantage of price calculatorto consumers at a discount during the special sale, but additional calculators will need to be sold after sale this is called

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forward buying

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if customer promotions are used, high image brands should focus more on

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franchise building promotion

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a coupon placed inside package to be used for a later purchase is called a

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bounce back coupon

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each of the following statements about sweepstakes are true except,

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requires a purchase to enter

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each of the following are important keys to building a successful premium program except

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select premiums that are highly popular and current fads

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a toy placed inside a box of cereal is an example of a

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in package premium

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when a retailer purchases a product on deal in one location and ships it to another where it is off deal, the process is known as

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a diversion

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in a trade show a buyer browsing and trying to learn about products from a series of competitors is a

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education seeker

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with a premium customers

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recieve a gift or prize for making a purchase

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andy will not purchase a computer unless the manufacterer ofers a rebate, this an example of which of the following problems associated with refund and rebate progams?

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diminished effectivness

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the primary disadvantage of sampling

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cost of producing and distributing the sample

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price based consumer promotions are normally designed to

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attract new customers and to build sales

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a pda given as a gift for test driving a car is an example of a

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store or manufactorer premium

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the major source of counterfeiting is now

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printing and selling bogus e coupons over the internet

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the primary vehicle for distributing print coupons and coupons in general is

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free standing inserts

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retailers benefit from coop advertising in all of the following ways except

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recieving money in advance to cover costs of ads

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a gift given by the retail store when the customer purchases a product is a

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store or manufacterer premium

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each of the following are problems associated with trade allowance except

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increased advertising costs

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a consumer who only purchases his or her fav brand is

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brand loyal

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for contest and sweepstakes what is the difference between extrinsic and intristic value in prizes

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extrinsic value of attractivness of item, intristic involves playing or participating

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what are the main type of trade allowances?

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off invoice encourages financials discounts, slotting fees are funds paid to retailers to stock new products, exit fees are monies paid to remove item from retailer's inventory

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name the various forms of sampling

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in store distribution, direct sampling, response samples, media samples, pro samples

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how can a company build a successful premium program?

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match premium rival, reinforce image, tie premium to products, high quality premium, use IMC approach

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what are the disadvantages of trade allowances

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keep allowance and not passing to consumers, forward buying, diversion of mistaken mailing of item