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Principles of Marketing Review Chapt 12 - 18 Flashcards | StudBud
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Principles of Marketing Review Chapt 12 - 18
Principles of Marketing Review Chapt 12 - 18
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1
The easiest way to complete a competitor analysis is through a...
Site Visit
Y Chart
SMART Goals
SWOT Analysis
2
Value delivery network includes partnering with suppliers, distributors, and customers.
True
False
3
Public relations is:
Unpaid methods of promotion to engage customers and build relationships
All of the above
how a business plans to strategically message key stakeholders
communicating to stakeholders via paid media platforms
4
What are four key elements of print advertising?
Copy, text, element, Size
Signature, illustration, Color, print
Shape, headline, illustration, signature
Headline,copy,illustration, and signature.
5
What is the value of research in public relations?
All of the above
Research is a good way to get to know people
Research helps bring focus to your message
Research can help you prepare for the unexpected
6
What is an example of a sales promotion?
an internet banner ad
a 15% discount for products purchased on Mondays
offering a free class on proper skin care for students
an elevator speech
7
Digital Marketing .........
interupts and holds customer attention for a short time
include PR, Print, Branding, Broadcast and Direct mail
is the promotion of products or brands via electronic media
is the promotion of products and services using Social Media
8
To remain competitive, a mature business may:
outsource
cut costs
All of the above
adjust supplier chains
9
Personal selling requires pushy sales tactics to succeed
False
True
10
What does Reference Selling involve?
Selling Point
Use of satisfied customers
Taking advantage of the situation
Capacity of operation
11
What is the purpose of competitive analysis?
To asses strengths and weaknesses of one competitor
To research other companies employees
To assess strengths and weaknesses of many competitors
To analyze market share
12
Competitive advantage is the ability to--
Expand chain of command internally
Profit maximise
Gain consumers utilising distinctive capabilities
Lose market share through distinctive capabilities
13
Which of the following is
NOT
an example of Sales Promotion?
Public Relations
Loyalty points for purchase
Money-off coupon
A competition
14
What is personal selling?
contacting potential customers via phone call.
selling over the internet .
Direct communication between a prospective buyer and a sales person.
forcing the customer to buy.
15
Public relations typically do NOT have responsibility for which one of the following...
Improving design and packaging
Analyzing the impact of policies on publics
Counselling management on policy
Monitoring awareness inside and outside the organization
16
A ________ chain is the synchronized movement of goods through the channel.
supply
delphi
value
time-series
17
Successful selling is with which of the following concepts?
Unfinished research of your product
Lack of qualified activity
Acknowledge the customer’s viewpoint
Increased Adaptability
18
What does a SWOT analysis evaluate?
Strengths, Weaknesses, Opportunities, Targets
Strengths, Weaknesses, Opportunities, Threats
Strengths, Weaknesses, Opposition, Threats
Symptoms, Weaknesses, Opportunities, Threats
19
The marketing mix is product, price, popularity and promotion
True
False
20
Two key sources of Competitive Advantage include:
Cost and Differentiation
Market Share and Company Image.
21
Name that promotion!
Direct Sales
Coupons
Push Promotion
Promotional Tie-in
22
Which one is example of sales promotion?
public relation
rebate
advertisement
personal selling
23
An example of public relations might be...
Sending brochures to customers in the post
Sponsoring a local youth football team
Using billboards to make a new product public
Calling customers directly to persuade them to buy a product
24
What is consultative selling?
greeting the customer face-to-face
finding products that meet a customers needs
interview selling
reason for making a purchase
25
Direct mail, Mail order catalogues, Telemarketing and Digital mail are all examples of what?
Direct purchasing
Direct marketing
Junk mail
Customer Service
26
What is Promotion?
gathering information about customers to improve decisions.
determining the best way to get products to consumers.
using advertising to communicate information about products.
the process of communicating the costs of goods and services
27
The market offering to create superior customer value
Market segmentation
Positioning
Market targeting
Differentiating
28
Market Analysis is about gathering competitor and stakeholder information.
False
True
29
To create value for customers, marketers must improve the performance of the
internal value chain
strategic plan
marketing system
value delivery network
30
Online marketing includes all digital activities:
only in closed networks and on mobile devices
only in open networks and in closed networks
only on mobile devices and in open networks
in open networks, closed networks and on mobile devices
31
Intermediaries play an important role in matching
Dealer with consumer
Manufacturer to product
Product to region
Supply and demand
32
A PEST analysis is
Political, economic, social, technological
Potential, economic, smart, timely
Potential, effective, smart, technological
Political, effective, stylish, timely
33
In addition to culture, three factors are particularly relevant in consumer behavior. They are ________.
values, beliefs, and language
language, values, and nonverbal communications
language, attitudes, and nonverbal communications
values, attitudes, and language
34
A value chain consists of which of the following?
Internal departments and company that carry out value-creating activities
A chain of SBUs within a company that provide the most value
The network of distributors and suppliers that support a company
Customers who assign value to products within the company
35
Which is not know as traditional marketing?
Television
Facebook
Print
Radio
36
In relation to public relations, CSR means
centered social responsibility
corporate social responsibility
customer service representative
customer service response
37
The primary function of supply management is ___
· To ensure the lowest price is always obtained
· Ensure the presence of materials to produce the products
· To try to outsource all purchases to low-cost countries
· To buy cheap parts fast
38
A public relations strategy should be employed after a crisis to restore brand & company image
True
False
39
Promotion is
NOT
designed to do what?
Inform
Force
Persuade
Influence
40
What kind of advertising is this?
Logos
Pathos
Ethos
