MAR3231 FSU HOPKINS EXAM 4 NEWEST ACTUAL

MAR3231 FSU HOPKINS EXAM 4 NEWEST ACTUAL /

QUESTIONS WITH SOLUTIONS, VERIFIED/PASSED!!

Advantages of PR - ---Answers---- Image can be presented or enhanced

• More credible source

• No costs for messages time or space

• Mass audience addressed

• Carryover effects possible

• People pay more attention than to clearly identified ads

Disadvantages of PR - ---Answers---- Some retailers do not believe in spending on image-related communication

• Little control over publicity message

• More suitable for short-run

Personal Selling - ---Answers---Oral communication with one or more prospective customers for the purpose of making a sale 1 / 4

Personal Selling: Nordstrom Example - ---Answers---- Huge

customer service company with a lot of focus on relationships

• More personal selling here compared to Walmart

• Customer service is a part of their experience

Advantages of Personal Selling - ---Answers---- Message can be adapted

• Many ways to meet customer needs

• High attention span

• Less waste

• Better response

• Immediate feedback

Disadvantages of Personal Selling - ---Answers---- Limited number of customers at one time

• High costs 2 / 4

• Doesn't get customer in store

• Self-service discouraged

• Negative attitudes towards salespeople

Atmosphere - ---Answers---- The psychological feeling a customer gets when visiting a retailer

• Shown to influence customer mood

• Combination of the present physical characteristics and the

psychological impact it creates

Store Retailer Atmosphere - ---Answers---Atmosphere refers to the store's physical characteristics that project an image and draw customers

Non-store Retailer Atmosphere - ---Answers---Atmosphere refers to the physical characteristics of catalogs, vending machines, websites, etc.

Managing Online (Non-Store) - ---Answers---- Web design

• User friendly
• / 4

• Videos

• Music

What is the issue with managing online? - ---Answers---- Don't have personalized, customer service online

• Not the same as having one-on-one conversations

Costco Sampling has been shown to:

(Atmosphere) - ---Answers---- Boost sales of certain products (some as much as 2000%)

• Boost sales of product categories over time

• Create a positive atmosphere

Costco Sampling: Obligation - ---Answers---Reciprocity is a

strong instinct

Costco Sampling: Similarity - ---Answers---Even if you don't

like the sample, you might be reminded of something similar

Costco Sampling: Social Pressure - ---Answers---You're

more likely to purchase if others are around

• / 4