What statement about newspaper advertising is correct?

Newspapers include the cost of creative services in the price of the ad

What should you do when preparing the salon brochure?

make sure it matches the salon's culture and message

What is an example of a sales promotion?

a 10% discount for products purchased on Tuesday afternoons

What is NOT something that a marketing plan should do?

define a method for determining whether the plan was successful

What helps you to alleviate some of the challenges associated with maintaining a competitive business edge?

focusing on the needs of the customer

Who governs the packaging and labeling of all food, drugs, and cosmetics?

Food and Drug Administration (FDA)

What does tracking the performance of products and services help you do?

identify what is popular with clients and what is not

What must you do before you begin to develop your marketing plan?

decide on the main focus of your business

What statement about television advertising is correct?

It offers an opportunity to reach large numbers of potential clients

What statement about the marketing budget is correct?

Successful marketing campaigns require an ongoing financial commitment

What statement about estheticians is correct?

It is their professional responsibility to make recommendations to clients

What is the primary goal of any salon Web site?

to entice people to call or visit the salon

What is a benefit of having an independent survey of existing clients?

helps you select media that will support your advertising goals

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MASTER - Chapter 30 - Marketing MILADY

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Questions 35

Answers

1
What term refers to a broad business strategy for how ideas, good, and services are bought and sold or exchanged?
advertising
promoting
marketing
networking
2
What term refers to strategies focused on generating positive publicity for a business?
personal selling
direct marketing
competitive pricing
public relations
3
What statement about newspaper advertising is correct?
Newspapers include the cost of creative services in the price of the ad
It can take days/weeks to change a classified ad that is currently running
Newspaper generally charge a flat rate regardless of how often the ad runs
It is generally more expensive than advertising in a magazine
4
What should you do when preparing the salon brochure?
omit info such as hours of operation and salon policies
always focus on utility rather than creativity
make sure it matches the salon's culture and message
List all services in alphabetical order without sections or subheadings
5
What term refers to the strategies used to persuade others to purchase products and services?
place
pricing
matierials
promotion
6
What is an example of a sales promotion?
Internet banner ad
a 10% discount for products purchased on Tuesday afternoons
offering a free class on proper skin care for high school students
an elevator speech
7
What are bonus coupons and birthday specials examples of?
paid advertising
rewards programs
networking
public relations efforts
8
What is NOT something that a marketing plan should do?
define a method for determining whether the plan was successful
state the owner's unique selling proposition
define a target market
provide a description of the methods to be used to attract business
9
What is NOT a basic component of the promotion mix?
advertising
direct marketing
public relations
merchandising
10
What helps you to alleviate some of the challenges associated with maintaining a competitive business edge?
continually changing the products and services offered
focusing on business revenues
choosing a single media outlet for all your advertising efforts
focusing on the needs of the customer
11
What is a key marketing piece that lists all treatments and services available at your salon?
print newsletter
menu of services
email newsletter
press release
12
What type of computer application is used to view the performance of sales promotions?
invoicing
payroll
spreadsheets
sales analysis
13
Who governs the packaging and labeling of all food, drugs, and cosmetics?
Better Business Bureau (BBB)
Centers for Disease Control and Prevention (CDC)
Federal Trade Commission (FTC)
Food and Drug Administration (FDA)
14
What does tracking the performance of products and services help you do?
identify what is popular with clients and what is not
decide whether to hire additional employees
determine the best media outlets for advertising
gauge the productivity of each member of your staff
15
What marketing strategy involves a one-on-one exchange with the customer?
personal selling
advertising
direct marketing
public relations
16
What is an example of paid advertising?
radio commercial
personal selling
press release
buy-one-get-one-free promotion
17
What must you do before you begin to develop your marketing plan?
determine how much of your budget will be allocated for marketing
identify the media outlets that reach your target audience
decide on the main focus of your business
put together a good public relations program
18
What statement about television advertising is correct?
It offers an opportunity to reach large numbers of potential clients
It is the most common form of advertising used by small salons
Cable TV ads are usually more expensive than network TV ads
Continuity is unimportant with television advertising
19
What is a consumer?
person who owns a business
person who handles the day-to-day management of a business
person who buys something
company that sells something
20
What are the two important factors upon which a successful direct marketing campaign is based?
offer and target audience
esthetician and client
budget and results
print and broadcast ads
21
What is NOT a method of garnering publicity?
public speaking appearance
mailing a newsletter
participating in a special event
press release
22
What is an example of a private (non-governmental) agency that serves as a watchdog to protect the consumer?
Better Business Bureau (BBB)
Food and Drug Administration (FDA)
Consumer Product Safety Commission (CPSC)
Federal Trade Commission (FTC)
23
What do you do when you identify the benefits and features of your products and how the consumer benefits from them?
manage customer relations
utilize publicity
create strategic value
engage in networking
24
What statement about the marketing budget is correct?
It should always be based on a percentage of the annual budget
Successful marketing campaigns require an ongoing financial commitment
You should cut it back during times when sales are sluggish
The cost of marketing increases once brand recognition is firmly est.
25
What statement about estheticians is correct?
It is their professional responsibility to make recommendations to clients
The main focus of their selling efforts should be making money
The marketing plan should have no influence on their sales training
They should not be actively involved in promoting the salon
26
What is NOT an example of a place where salons commonly establish a social media presence?
Twitter
Facebook
Google Search
Amazon
27
What term refers to the distribution channel or method for delivering goods and services to clients?
pricing
promotion
place
product
28
What should every sales promotion focus on?
introducing the salon to a totally new customer
relatively insignificant discounts that wont eat into the salon's profits
value to the consumer
increasing sales of less popular products and services
29
What are the four Ps (product, price, promotion, and place) also commonly known as?
business plan
advertising principles
marketing mix
retail strategies
30
What is the primary goal of any salon Web site?
to sell products and gift certificates online
to provide a variety of discounts and special offers
to provide information about the history of the salon
to entice people to call or visit the salon
31
What is NOT something that you should use your personal computer for?
delivering e-newsletters
prompting reminder notices
creating business cards
printing mailing lables
32
What is an example of an indirect cost of performing a service?
rent
time
labor
materials
33
What is the MOST valuable asset in any business?
customers
equipment
supplies
building
34
What term refers to any direct attempt to reach the consumer?
personal selling
advertising
public relations
direct marketing
35
What is a benefit of having an independent survey of existing clients?
increase the markup rate on the products you sell
helps you to determine the best place to locate your business
eliminates the need to identify a specific target market
helps you select media that will support your advertising goals

MASTER - Chapter 30 - Marketing MILADY Flashcards | StudBud