a business-oriented website that lets users post their professional profiles to connect to a network of businesspeople
A publicity tool that is heavily relied on by nonprofit organizations, and which involces free space or time donated by the media, is referred to as a _____________.
public service announcement
To create a successful advertising campaign on Facebook, a good strategy a brand manager can use it to
create video ads with a funny, engaging, character spokesperson for the bran that will capture user’s atention and “go viral.”
The social media website open to anyone 13 and over, where users keep family and friends up to date on what they are thinking, doing, and feeling; chat with friends, create and join common-interest groups organized by workplace, high school, college, and Pages is known as
Social media are
online media where users submit news, photos, and videos- often accompanied by a feedback process to identify “popular” topics.
User generated content refers to
another term for social media
With a ____________, a salesperson is paid a specified salary plus commission on sales or profits generated.
combination compensation plan
Sales tools used to support a company’s advertising and personal selling directed to wholesalers, distributors, or retailers are reffered to as
trade-oriented sales promotions
All of the following are methods decribed in the textbook that firms use to set their promotion budget EXCEPT:
all you can afford
percentage of sales
objectives and tast
number unit of sales
number unit of sales
A salesperson who processes routine orders or reorders for products that were already sold by the compnay is reffered to as a(n) ___________________.
A prospective buyer goes through a sequence of stages from initial awareness of a product to eventual action (either trial or adoption of the product). The stages include awareness, interest, evaluation, trial, and adoption, and are referred to as __________________.
the hierachy of effects
All of the following are the four more widely social media networks discusses in the text EXPECT:
Broadly speaking, there are two types of personal selling: _____________ and order getting
If the salesperson’s objective is to “ensure that the customer is satisfies with the product or service,” what is the name of this stage of the personal selling process?
The click-through rate is
the percentage of recipients who have clicked on the link on the page to visit a specific site
a virtual bulletin board and content-sharing social network that allows people to share images of their favorite things by creating customizes, theremed “boards” to catergorize their images and then sharing them with other members of the community.
A single social media site like Facebook or YouTube is referred to as a(n)
The personal selling process refers to
the sales activity occuring before, during, and after the sale itself, consiting of six stages: prospecting, preapproach, presentaion, close, and follow-up.
A pull strategy is when a manufacturer
directs the promotional mix at ultimate consumers to encourage them to ask retailers for the product.
The manufactures of drug encourage patients to learn more about the dugs and ask for them by name from the doctor. The manufactures of these drugs are using a(n) ____________ promotional stategy.
Cultural symbols are things that
represent ideas and concepts
An institution that sets rules governing trade between its members through a panel of trade experts who decide on trade disputes between members and issue binding decisions is referred to as the ___________________.
World Trade Organization (WTO)
Direct investment in international marketing refers to
a global market-entry strategy that entails a domestic firm actually investing in and owning a foreign subsidaiary or division
The Foreign Corrupt Practices Act
makes it a crime for U.S. corporations to bribe an offical of a foreign goverment or political party to obtain or retain business in a foreign country
Offering the right to a trademark, patent, trade secret, or similarly valued items of intellectual property in return for a royalty or fee is referred to as
Cross-cultural analysis refers to the study of
similarities and differences among consumers in two or more nations or societies
The prominent global market-entry strategy among small- and medium-sized companies is
A quota refers to
a restriction placed on the amount of a product allowed to enter or leave a country
What is considered normal and expected about the way people do things in a specific country is referred to as ___________.
Exporting refers to a global market-entry strategy
in which a company will sell its products in international markets but not in its own domestic market
A global brand refers to
a brand marketed under the same name in multiple countries with similar and centrally coordinated marketing programs
When firms originate, product, and market their products and services worldwide, it is referred to as ________________.
Protectionism refers to
the practice of shielding one or more sectors of a country’s economy from foreign competition through the use of tariffs or quotas
Economic infrastructure refers to
a country’s communication, transportation, financial, and distribution systems.
Tariffs refer to
government taxes on goods or services entering a county that primarily serves to raise prices on imports
The duty of a firm to maximize profits for its owners or stockholders is referred to as _______________.
The moral principles and values that govern the actions and decisions of an individual or group are referred to as
The restrictions that state and federal laws place on business with regard to the conduct of its activities are referred to as
Stakeholder responsibility refers to
the view that an organization has an obligation to those who can affect the achievement of its objectives
Triple-bottom line refers to
the recognition of the need for organizations to improve the state of people, the plant, and profit simultaneouslly if they are to achieve sustainable, long-term growth
Marketing efforts to produce, promote, and reclaim environmentally sensitive products are referred to as
The idea that organizations are part of a larger society and are accountable to that society for their actions is referred to as
Cause marketing refers to
when the charitable contributions of a firm are tied directly to the customer revenues produced through the promotion of one of its products
A code of ethics refers to
a formal statement of ethical principles and rules of conduct
The obligation organizations have to the preservation of ecological enviroment and to the general public is referred to as _________________.