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

Helps you select media that will support your advertising goals

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

Focusing on the needs of the customer

What should you do when preparing the salon brochure?

Make sure it matches the salon’s culture and message

What statement about newspaper advertising is correct?

Some newspapers include cost of creative services in the price of the ad

What is the primary goal of any salon Web site?

To entice people to call or visit

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

Decide on the main focus of your business

What statement about estheticians is correct?

It is their professional responsibility to make recommendations to clients

What statement about the marketing budget is correct?

Successful marketing campaigns require an ongoing financial commitment

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

Identify what is popular with clients and what is not

What statement about newspaper advertising is correct?

Some newspapers include the cost of creative services in price of the ad

What statement about television advertising is correct?

It offers an excellent opportunity 2 reach large #'s of potential clients

What is an example of a sales promotion?

A 10 percent discount for products purchased on Tuesday afternoon

What is NOT something that 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

What statement about television advertising is correct?

It offers an excellent opportunity to reach large #'s of potential clients

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)

studbud

Duplicate of Chapter 30 Marketing

45 termsStudBud Administration38 plays

Imported from external platform

Flashcards45 cardsFPractice quizPHost liveL

Questions 45

Answers

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

Duplicate of Chapter 30 Marketing Flashcards | StudBud

Duplicate of Chapter 30 Marketing

45 termsStudBud Administration38 plays

Imported from external platform

Flashcards45 cardsFPractice quizPHost liveL

Questions 45

Answers

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