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

Food and Drug Administration (FDA)

What statement about television advertising is correct?

It offers an opportunity to reach large numbers of potential clients

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

helps you select media that will support your advertising goals

What statement about the marketing budget is correct?

Successful marketing campaigns require an ongoing financial commitment

What is an example of a sales promotion?

a 10% discount for products purchased on Tuesday afternoons

What is the definition of demographics?

the study/analysis of a partciular group of people, including sex, age, etc

What should you do when preparing the salon brochure?

make sure it matches the salon's culture and message

What is the primary goal of any salon Web site?

to entice people to call or visit the salon

What must you 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 newspaper advertising is correct?

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

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

focusing on the needs of the customer

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

identify what is popular with clients and what is not

What is NOT something that a marketing plan should do?

define a method for determining whether the plan was successful

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Milady Advanced Esthetics Chapter 30 Marketing

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Questions 41

Answers

1
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)
Centers for Disease Control and Prevention (CDC)
2
What are the four Ps (product, price, promotion, and place) also commonly known as?
business plan
marketing mix
advertising principles
retail strategies
3
What marketing strategy involves a one-on-one exchange with the customer?
advertising
personal selling
public relations
direct marketing
4
What is an example of an indirect cost of performing a service?
labor
rent
materials
time
5
What do you do when you identify the benefits and features of your products and how the consumer benefits from them?
engage in networking
utilize publicity
create strategic value
manage customer relations
6
What statement about television advertising is correct?
It is the most common form of advertising used by small salons
It offers an opportunity to reach large numbers of potential clients
Continuity is unimportant with television advertising
Cable TV ads are usually more expensive than network TV ads
7
What is an example of paid advertising?
radio commercial
buy-one-get-one-free promotion
press release
personal selling
8
What is a consumer?
person who buys something
company that sells something
person who handles the day-to-day management of a business
person who owns a business
9
What should every sales promotion focus on?
introducing the salon to a totally new customer
value to the consumer
relatively insignificant discounts that wont eat into the salon's profits
increasing sales of less popular products and services
10
Which of the following is NOT considered a traditional form of advertisement?
Television
Newspaper
Word of mouth
Radio
11
What is a benefit of having an independent survey of existing clients?
helps you to determine the best place to locate your business
increase the markup rate on the products you sell
helps you select media that will support your advertising goals
eliminates the need to identify a specific target market
12
What statement about the marketing budget is correct?
The cost of marketing increases once brand recognition is firmly est.
You should cut it back during times when sales are sluggish
It should always be based on a percentage of the annual budget
Successful marketing campaigns require an ongoing financial commitment
13
What is an example of a sales promotion?
offering a free class on proper skin care for high school students
a 10% discount for products purchased on Tuesday afternoons
an elevator speech
Internet banner ad
14
What is the definition of demographics?
the study/analysis of a partciular group of people, including sex, age, etc
products that are marketed to clents that provide value & meet their needs
promotional efforts paid for & directly intended to increase business
sales promotions aimed at drawing attention to products & services
15
Which of these is NOT an element of demographics?
Income
Spending habits
Age
Budget
16
What should you do when preparing the salon brochure?
make sure it matches the salon's culture and message
List all services in alphabetical order without sections or subheadings
omit info such as hours of operation and salon policies
always focus on utility rather than creativity
17
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 entice people to call or visit the salon
to provide information about the history of the salon
18
Which of these is NOT one of the Four P’s of marketing?
Place
Product
Plan
Promotion
19
What is NOT something that you should use your personal computer for?
delivering e-newsletters
printing mailing lables
creating business cards
prompting reminder notices
20
Which of these is the primary federal agency responsible for regulating all business conduct?
Consumer Product Safety Commission (CPSC)
Federal Communications Commission (FCC)
Federal Trade Commission (FTC)
Food and Drug Administration (FDA)
21
What must you do before you begin to develop your marketing plan?
identify the media outlets that reach your target audience
put together a good public relations program
determine how much of your budget will be allocated for marketing
decide on the main focus of your business
22
What statement about estheticians is correct?
They should not be actively involved in promoting the salon
The marketing plan should have no influence on their sales training
It is their professional responsibility to make recommendations to clients
The main focus of their selling efforts should be making money
23
What is a key marketing piece that lists all treatments and services available at your salon?
print newsletter
press release
menu of services
email newsletter
24
What term refers to a broad business strategy for how ideas, good, and services are bought and sold or exchanged?
marketing
promoting
advertising
networking
25
What statement about newspaper advertising is correct?
It can take days/weeks to change a classified ad that is currently running
Newspapers include the cost of creative services in the price of the ad
Newspaper generally charge a flat rate regardless of how often the ad runs
It is generally more expensive than advertising in a magazine
26
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)
Better Business Bureau (BBB)
Consumer Product Safety Commission (CPSC)
27
What is NOT a basic component of the promotion mix?
public relations
merchandising
advertising
direct marketing
28
What term refers to the distribution channel or method for delivering goods and services to clients?
pricing
promotion
place
product
29
What is NOT an example of a place where salons commonly establish a social media presence?
Twitter
Google Search
Facebook
Amazon
30
What term refers to any direct attempt to reach the consumer?
direct marketing
personal selling
advertising
public relations
31
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
32
What type of computer application is used to view the performance of sales promotions?
spreadsheets
sales analysis
payroll
invoicing
33
What is the MOST valuable asset in any business?
customers
supplies
building
equipment
34
What does tracking the performance of products and services help you do?
decide whether to hire additional employees
determine the best media outlets for advertising
identify what is popular with clients and what is not
gauge the productivity of each member of your staff
35
What term refers to strategies focused on generating positive publicity for a business?
direct marketing
personal selling
competitive pricing
public relations
36
What term refers to the strategies used to persuade others to purchase products and services?
place
pricing
promotion
matierials
37
Promotion includes which of these forms of communication?
Public Relations
Publicity
Direct Marketing
All Are Correct
38
What are the two important factors upon which a successful direct marketing campaign is based?
offer and target audience
esthetician and client
print and broadcast ads
budget and results
39
What is NOT a method of garnering publicity?
public speaking appearance
participating in a special event
mailing a newsletter
press release
40
What is NOT something that a marketing plan should do?
provide a description of the methods to be used to attract business
state the owner's unique selling proposition
define a target market
define a method for determining whether the plan was successful
41
What are bonus coupons and birthday specials examples of?
paid advertising
rewards programs
public relations efforts
networking

Milady Advanced Esthetics Chapter 30 Marketing Flashcards | StudBud