CHAPTER 13
Some retailers practice ________, which involves charging higher prices in general but coupled with frequent sales and other price promotions. The purpose can be to increase store traffic, create a low-price image, or attract customers who will buy other goods at full prices.
high-low pricing
Which of these tools is NOT used in public relations?
Sales discounts
__________ and __________ are core PR strengths and that plays well into the use of online, mobile, and social media.
Storytelling; engagement
A(n) ________ is an individual who represents a company to customers in one or more of these activities: prospecting, communicating, selling, servicing, information gathering, and relationship building.
salesperson
A small handful of ________ now control access to enormous numbers of consumers, giving them the upper hand in dealings with manufacturers.
megaretailers
John Deere does very little promoting of its lawn mowers, garden tractors, and other residential consumer products to final consumers. Instead, John Deere's sales force works with Lowe's, The Home Depot, and other channel members. This is an example of using __________for promotion.
a push strategy
Which type of advertising is sometimes called attack advertising?
Comparative advertising
The first step in the personal selling process is __________.
prospecting
Retailing today requires __________, which means creating a seamless cross-channel buying experience that integrates in-store, online, and mobile shopping.
omni-channel retailing
One reason there is a need for integrated marketing communications is that ________.
consumers combine messages from different sources into a single brand message
Which of the following statements about advertising is NOT correct?
Advertising is not a useful tool to persuade people.
How did the COVID-19 pandemic permanently change selling?
Corporate travel for sales is much lower post-pandemic.
The retail marketing mix consists of which of the following?
Product and service assortment, retail prices, promotion, and distribution (location)
Which of the following statements regarding the changing marketing communications landscape is NOT correct?
Mass media are no longer used in marketing communications.
What is the term for advertising or other brand-produced online content that looks in form and function like the other natural content surrounding it on a web or social media platform, and blurs the line between brand and editorial content?
Native advertising
Which of the following statements about coordinating marketing and sales is correct?
Coordinating marketing and sales can be improved by increasing communication between the two groups.
Which of the following is NOT correct regarding franchising?
Franchising limits growth opportunities for brands with a unique value proposition.
What are the six steps to develop integrated marketing communications and promotions in the correct order?
Identify the target audience, determine the communication objectives, design a message, choose the media through which to send the message, select the message source, and collect feedback.
Advertising objectives can be classified based on their primary purpose. What are the three purposes?
To inform, persuade, or remind
Barton is from the engineering department but he was recently added to a diverse group of employees with members from finance, production, marketing, and technical support. The group's focus is on serving a large client that has very complex equipment needs. Which type of sales approach is being used in this example?
Team selling