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Duplicate of Chapter 30 Marketing Flashcards | StudBud
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Duplicate of Chapter 30 Marketing
What is a consumer?
What statement about estheticians is correct?
Duplicate of Chapter 30 Marketing
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Answers
1
What statement about estheticians is correct?
It is their professional responsibility to make recommendations to clients
The marketing plan should have no influence on their sales training
They should not be actively involved in promoting the salon in any way
The main focus of their selling efforts should be making money
2
What is a consumer?
Person who buys something
Person who owns a business
Person who handles the day-to-day management of a business
Company that sells something
3
What helps you to alleviate some of the challenges associated with maintaining a competitive business edge?
Continually changing the products and services offered in the salon
Focusing on business revenues
Focusing on the needs of the customer
Choosing a single media outlet for all of your advertising efforts
4
What is
NOT
a method of garnering publicity?
Participating in a special event
Public speaking appearance
Press release
Mailing a newsletter
5
What is an example of a private (non-governmental) agency that serves as a watchdog to protect the consumer?
Federal trade commission (FTC)
Food and Drug Administration (FDA)
Consumer product safety commission (CPSC)
Better Business Bureau (BBB)
6
What is an example of paid advertising?
Personal selling
Radio commercial
Buy-one-get-one-free promotion
Press release
7
What helps you to alleviate some of the challenges associated with maintaining a competitive business edge?
Continually changing the products and services offered in the salon
Focusing on business revenues
Focusing on the needs of the customer
Choosing a single media outlet for all of your advertising efforts
8
What does tracking the performance of products and services help you to do?
Decide whether to hire additional employees
Determine the best media outlet for advertising
Gauge the productivity of each member of your staff
Identify what is popular with clients and what is not
9
What term refers to strategies focused on generating positive publicity for a business?
Direct marketing
Personal selling
Competitive pricing
Public relations
10
What is an example of paid advertising?
Radio commercial
Personal selling
Press release
Buy-one-get-one-free promotion
11
What are bonus coupons and birthday specials examples of?
Networking
Public relations efforts
Rewards programs
Paid advertising
12
What are the four Ps (product, price, promotion, and place) also commonly known as?
Retail strategies
Advertising principles
Business plan
Marketing mix
13
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
14
What is
NOT
a basic component of the promotion mix?
Direct marketing
Merchandising
Advertising
Public relations
15
What statement about the marketing budget is correct?
Successful marketing campaigns require an ongoing financial commitment
It should always be based on a percentage of the annual budget
The $ of marketing increases once brand recognition is firmly established
You should cut back during times when sales are sluggish
16
What is
NOT
a basic component of the promotion mix?
Advertising
Merchandising
Public relations
Direct marketing
17
What marketing strategy involves a one-on-one exchange with the customer?
Personal selling
Public relations
Direct marketing
Advertising
18
What is NOT something that you should use your personal computer for?
Delivering e-newsletters
Printing mailing labels
Prompting reminder notices
Creating business cards
19
What statement about television advertising is correct?
Continuity is unimportant w/ television advertising
It is the most common form of advertising used by small salons
It offers an excellent opportunity to reach large #'s of potential clients
Cable TV ads are usually more expensive than network TV ads
20
What type of computer application is used to view the performance of sales promotion?
Invoicing
Payroll
Spreadsheets
Sales analysis
21
What statement about newspaper advertising is correct?
Newspapers generally charge a flat rate regardless of how often the ad runs
It can take days or weeks 2 change classified ad that is currently running
It is generally more expensive than advertising in a magazine
Some newspapers include cost of creative services in the price of the ad
22
What is
NOT
something that marketing plan should do?
State the owner's unique selling proposition
Define a target market
Define a method for determining whether the plan was successful
Provide a thorough description of the methods 2 be used to attract business
23
What statement about television advertising is correct?
It is the most common form of advertising used by small salons
It offers an excellent opportunity 2 reach large #'s of potential clients
Continuity is unimportant with television advertising
Cable TV ads are usually more expensive than network TV ads
24
What is the
MOST
valuable asset in any business?
Equipment
Customers
Supplies
Building
25
What do you do when you identify the benefits and features of your products and how the consumer benefits from them?
Engage in networking
Manage customer relations
Utilize publicity
Create strategic value
26
What is an example of an indirect cost of performing a service?
Rent
Labor
Time
Materials
27
What is the primary goal of any salon Web site?
To provide information about the history of the salon
To sell products and gift certificates online
To provide a variety of discounts and special offers
To entice people to call or visit
28
What is an example of a sales promotion?
A 10 percent discount for products purchased on Tuesday afternoon
Internet banner ad
Offering a free class on proper skin care for high school students
An elevator speech
29
What term refers to a broad business strategy for how ideas, goods, and services are bought and sold or exchanged?
Advertising
Promoting
Marketing
Networking
30
What should every sales promotion focus on?
Relatively insignificant discounts that will not eat in2 the salons profits
Increasing sales of less popular products and services
Value to the consumer
Introducing the salon to a totally new customer
31
What must yo 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
32
What is
NOT
a basic component of the promotion mix?
Direct marketing
Merchandising
Advertising
Public relations
33
What term refers to strategies focused on generating positive publicity for a business?
Public relations
Direct marketing
Personal selling
Competitive pricing
34
What is an example of paid advertising?
Radio commercial
Press release
Buy-one-get-one-free promotion
Personal selling
35
What are bonus coupons and birthday specials examples of ?
Paid advertising
Public relations efforts
Rewards programs
Networking
36
What term refers to the strategies used to persuade others to purchase products and services?
Place
Promotion
Pricing
Product
37
Who governs the packaging and labeling of all food, drugs, and cosmetics?
Food and drug administration (FDA)
Federal trade commission (FTC)
Better business bureau (BBB)
Center for disease control and prevention (CDC)
38
What helps you to alleviate some of the challenges associated with maintaining a competitive business edge?
Continually changing the products and services offered in the salon
Choosing a single media outlet for all of your advertising efforts
Focusing on business revenues
Focusing on the needs of the customer
39
What should you do when preparing the salon brochure?
List all services in alphabetical order without sections or subheadings
Make sure it matches the salon’s culture and message
Omit information such as hours of operation and salon policies
Always focus on utility rather than creativity
40
What is NOT an example of a place where salons commonly establish a social media presence ?
Facebook
Twitter
Google search
Amazon
41
What term refers to the distribution channel or method for delivering goods and services to clients?
Promotion
Pricing
Product
Place
42
What statement about newspaper advertising is correct?
It can take days/ weeks 2 change a classified ad that is currently running
It is generally more expensive that advertising in a magazine
Newspapers generally charge s flat rate regardless of how often the ad runs
Some newspapers include the cost of creative services in price of the ad
43
What is a key marketing piece that lists all treatments and services available at your salon?
Press release
Email newsletter
Print newsletter
Menu of services
44
What term refers to any direct attempt to reach the consumer?
Direct marketing
Public relations
Personal selling
Advertising
45
What is a benefit of having an independent survey of existing clients?
Helps you determine the best place to locate your business
Eliminates the need to identify a specific target market
Increases the markup rate on the products you sell
Helps you select media that will support your advertising goals
