Marketing Final Exam

Pace odors smell can stimulate or detract from sales

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: the general atmosphere the store is trying to create. SOUND. Music can create a pleasant (or unpleasant) shopping experience and can affect a customer’s shopping pace. ODORS. Smell can stimulate or detract from sales. VISUAL FACTORS. Colors can create different moods or focus attention. PTS: 1 REF: 245-246 Communication KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB MSC: BLOOMS Synthesis 13. Compare and contrast trading up and suggestive selling. ANS: These are two common selling techniques, and they should always help shoppers recognize true needs rather than sell them unwanted merchandise. TRADING UP means convincing the customer to buy a higher-priced item than he or she originally intended to buy. To avoid selling customers something they do not need or want, however, salespeople should take care when practicing trading-up techniques. SUGGESTIVE SELLING seeks to broaden the customer’s original purchase with related items. For example, if a consumer buys a new printer, the sales representative will ask if he or she would like to purchase paper, a USB cable, and/or extra ink cartridges. PTS: 1 REF: 246 Communication KEY: CB&E Model Strategy OBJ: 15-6 TOP: AACSB MSC: BLOOMS Synthesis 14. Discuss the two recent developments in retailing. ANS: 1. INTERACTIVITY. Adding interactivity is one method of differentiating a retail establishment––no matter the size. The new interactive trend gets customers involved rather than just catching their eye. 2. M-COMMERCE. M-commerce (mobile commerce) enables customers using wireless mobile devices to connect to the Internet and shop. PTS: 1 REF: 246-247 Communication KEY: CB&E Model Distribution OBJ: 15-7 TOP: AACSB MSC: BLOOMS Synthesis Chapter 16—Integrated Marketing Communications TRUE/FALSE 1. Promotion is communication by marketers that informs, persuades, and reminds potential buyers of a product in order to influence their opinion or elicit a response. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Knowledge REF: 249 OBJ: 16-1 KEY: CB&E Model Promotion 2. Black & Mild FT are the only cigars on the market made with “a skillful blend of premium pipe tobaccos and a filter tip for extra smoothness.” This feature creates a competitive advantage for the product. ANS: T A competitive advantage is an aspect of the product that the target market perceives as different from and superior to the competition. PTS: 1 REF: 249 Thinking KEY: CB&E Model Product OBJ: 16-1 TOP: AACSB Reflective MSC: BLOOMS Application 3. The promotional mix is the combination of promotional tools used to reach the target market and fulfill the organization’s overall goals. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Knowledge REF: 250 OBJ: 16-2 KEY: CB&E Model Customer 4. Advertising is any form of impersonal, one-way mass communication in which the sponsor or company is identified. ANS: T PTS: 1 TOP: AACSB Communication MSC: BLOOMS Knowledge REF: 250 OBJ: 16-2 KEY: CB&E Model Promotion 5...
View Full Document

Ask a homework question - tutors are online