MGMT424:5:DC Negotiations Management Discussion 3.1 Explain the importance of collaborative, two-way communication in trust-based selling. Discussion 3.2 Explain the primary types of questions and how they

MGMT424:5:DC Negotiations Management
Discussion 3.1
Explain the importance of collaborative, two-way communication in trust-based selling.

Discussion 3.2
Explain the primary types of questions and how they are applied in selling.

Chapter 4: Continuing Case- 2 PAGES
Chapter Review
Chapter 4: Continuing Case
Sharpening the Selling Tools
Brenda Smith is working in the office this morning preparing for tomorrow’s sales call with Gage Waits, managing partner, and Anna Kate Autry, operations manager, at Energy Based Funds LLC. Energy Based Funds is a major investment banking organization specializing in managing and marketing a variety of energy-based mutual funds. The company operates throughout the United States and employs 175 people with offices occupying the top three floors of a major office building in the heart of the financial district. For the past several years, Energy Based Funds has been leasing and purchasing office equipment from Altima Systems, one of Brenda’s biggest competitors. Brenda has been working her network in order to get a chance to begin a sales dialogue with Energy Based Funds and she finally has an appointment with the main players on the purchasing team—Waits and Autry.
Brenda knows that planning is a key part of success in selling and is diligently working on her strategy and plans in preparation for tomorrow’s sales call with Waits and Autry at Energy Based Funds. According to the Sales Call Plan that Brenda is developing, the purpose of this initial meeting is twofold: (1) to discover more about Energy Based Funds’ current operations, future plans, and the nature of their use of and needs for copiers; (2) to begin acquainting Waits and Autry with NCC and the value they can provide Energy Based Funds. At this point in her sales call plan, Brenda is considering the different pieces of information she needs to get from the dialogue and what questions she might use to elicit that information from Waits and Autry.
Questions
1. Based on the purpose of probing questions explained in your text, explain how Brenda should utilize probing types of questions in her initial sales dialogue with Waits and Autry at Energy Based Funds. Consider the types of information Brenda needs and develop several illustrative examples of probing questions Brenda might use.
2. Evaluative questions are also effective in sales conversations. Explain the purpose of evaluative questions and how Brenda might effectively utilize them in this initial sales call. Provide several illustrative examples of evaluative questions Brenda could use.
3. The ADAPT questioning system is a logic-based sequence of questions designed for effective fact-finding and gaining information about a buyer’s situation. Develop a series of ADAPT questions that Brenda might use in her sales call to develop the information she needs regarding Energy Based Funds, their operations, and needs for copiers.
4. What recommendations would you provide Brenda regarding nonverbal communication and how she might use it for more effective communication in this sales call?

MRKT319:7:Online Principles of Marketing and Advertising
Discussion 3.1
This chapter identifies six major categories of effects or consumer responses. Find an ad in this book that you think is effective and explain how it works, analyzing the way it cultivates responses in these six categories.
(250 words min.)

Discussion 3.2
Consider the social factors that influence consumer decisions. Identify two demographic or psychographic factors that would be most important to these product-marketing situations:
1. Dairy product companies (milk, cheese, or ice cream) offer an exclusive packaging design that uses fully degradable containers.
2. A new SUV that is lighter in weight, runs on ethanol and gets better gas mileage than the average SUV.
3. An athletic clothing company that is sponsoring the next Pogopalooza, the world championship of extreme pogo.
(250 words min.)

Discussion 4.1
What are the four types of research used in planning advertising and marketing communication strategies? Give an example of each one.
(250 words min.)
Discussion 4.2
Explain the purposes served by and methods used in developmental advertising research.
(250 words min.)

Midterm Exam-3 PAGES
Completion requirements

Case Study: Reliable Growth in the Restaurant Market

The GIS Journey at Chick-fil-A

Reliable Growth in the Restaurant Market
Chick-fil-A is a privately owned fast-food restaurant chain headquartered near Atlanta, Georgia. Steady growth since the first restaurant opened in 1967 has led Chick-fil-A to become the largest quick-service chicken restaurant chain in the United States. More than 1,800 locations in 41 states bring in sales of over $5 billion annually. What did they do? Chick-fil-A executives selected the Esri® ArcGIS® platform to help the company support its strategy of operator-driven growth. This is based on optimized site selection and market analytics that maximize individual store performance while minimizing competition impact and potential cannibalization. Initially adopted in the real estate department, location analytics is now gaining traction in other business units, including marketing, operator services, and business intelligence. Do I need this? Esri provides a secure web geographic information system (GIS) solution that allows everyone in the company to easily discover, share, and use maps on any device, anywhere, anytime. With a common system and authoritative information, Chick-fil-A has integrated location analytics into its daily operations and added new business value and insight into the organization. As the company grows, it can maintain its corporate mission while doing business at a hyperlocal level.
____________________
Questions to be considered in your essay. What is the market growth rate for restaurants? What makes Chick-fil-A’s business model unique? What marketing strategies does Chick-fil-A use? How are Chick-fil-A integrating this information into their marketing and general business practices? What type of market structure is Chick-fil-A?

Test: Midterm (Chapters 1-8)
Critics of advertising claim that advertising addresses a wide variety of basic human needs.
a. True
b. False
In an advertising plan, the _______ is the section in which the client and the agency lay out the key factors that define the current conditions and then explain the importance of each factor.
a.
execution

b.
strategy

c.
situation analysis

Texas and surrounding states have specific trees that many people are allergic to, and as such, an allergy medicine company advertises a special product custom to this area of the country, and the ads go to consumers in that region of the country. This is an example of ________ advertising.
a.
cooperative

b.
regional

c.
global

ZMET is designed to draw out people’s buried thoughts and feelings about products and brands, based on their use of metaphors.
a. True
b. False

______ is a type of projective technique that offers consumers the chance to fill in the conversation of cartoonlike stories.
a.
ZMET

b.
Consumer report

c.
Dialogue balloon

d.
Story construction

Which of the following is accurate in the context of sales and advertising?
a.
Creative cost is less than that of relying on secondary sources.

b.
Account planners are being appointed with finance managers to work on each client’s business.

c.
Agencies that implement focus groups tend to do more quantitative and statistical research than their more traditional counterparts.

d.
To some advertisers, the gold standard is determining whether the ad actually gets people to do something, such as buy the product.

A downside of big data is that researchers don’t always know why certain behaviors have occurred.
a. True
b. False

Olive’s a fast food restaurant chain known for its quick meals, encountered an instance where a customer had blamed its food for his weight gain. Later in the same year, they launched an advertisement comparing its burgers with a close rival’s, which were very similar. This ad was asked to be corrected by the court. However, a second advertisement depicting a supermodel eating its fries and an obese person eating the fries of its competitor’s food chain was deemed unethical and was ordered by the court to be removed, although Olive’s continued airing the ad.

(Scenario 4-5) Olive’s second advertisement is an example of advertising. subliminal.
a.
comparison

b.
corporate

c.
vertica l cooperative

d.
subliminal

Which of the following is a major factor that gave rise to advertising?
a.
The rise of social media

b.
The reduced importance of branding

c.
The industrial revolution

d.
The rise of socialism

Evaluative criteria differ from one product category to the next, and consumers each have their own evoked sets generally.
a. True
b. False

______ involves collecting data or research outside of the agency or lab and instead in a site of consumption or home.
a.
Consumer panel

b.
Online netnography

c.
Geographic clustering

d.
field work

Advertising changed commerce, but not society.
a. True
b. False

Which of the following is true of crowdsourcing?
a.
It aims at getting consumers more involved with and committed to a brand.

b.
It indicates the process of describing the firm’s objectives for the brand in the near term and long term.

c.
It refers to passive, intrusive advertising.

d.
It refers to managing the supply chain system in a way that will most effectively reach the target markets.

Advertising has the greatest impact on sales early in the product life cycle.
a. True
b. False

_____ is a term that advertisers created in the mid-1960s to refer to a form of research that emphasizes the understanding of consumers’ activities, interests, and opinions.
a.
Geodemographics

b.
Psychographics

c.
Micrographics

d.
Demographics

Which of the following can be generally accepted as true?
a.
The account team wants to know if the ad works, which may be supported with numbers.

b.
The ad agency wants government sources only.

c.
The creatives want industry and nonprofit sources.

d.
The client wants awards for copy research.

Which is most descriptive of “tracking studies”?
a.
The apparent effect of advertising and branded entertainment is tracked before, during, or after the launch of a campaign.

b.
Memory of ad imagery is simple to measure.

c.
Consumer recall of taglines is unusually high.

d.
Statistical models can isolate the effect of the promotion.

American Express is dissatisfied with the degree of penetration of its Gold Rewards Plus card in the U.S. market. Marketing managers at American Express feel that the firm needs to increase advertising to small entrepreneurial businesses to encourage more acceptance of the card for use in purchasing office supplies and durable goods like computers and office furniture. American Express feels that to accomplish the goal of increased penetration in this sector, the budget should be based on communications objectives aimed at certain target markets.

(Scenari o 8-4) American Express has decided to do a specific type of analysisthat focuses on reach, frequency, time frame, production costs, mediaexpenditures, and other specific elements. These factors are always includedin a(n) analysis.
a.
build-up

b.
industry

c.
situation

d.
market

During the , advertising messages were primarily informational in nature.
a.
preindustrialization era (pre-1800)

b.
designer era (1980 to 1992)

c.
P.T. Barnum era (1875 to 1918)

d.
1920s (1918 to 1929)

Scenario 7-1
Scheduled to be released in the first quarter of next year, Nintendo’s newportable gaming system will likely revolutionize the video game industry. It is the newest in a long line of portable gaming systems made by Nintendo, but will now boast a number of new features—including 3-dimensional technology that does not require the use of any special viewing goggles or glasses. The new system will also allow consumers to play classic gamesfrom older generations of Nintendo products, watch HD movies, and create fictional characters that were made famous by Nintendo’s Wii. Nintendo hopes its new gaming system will once again put Nintendo at the top of the video game industry, having lost some of its market share to Sony and Microsoft in recent years.

(Scenario 7-1) To determine which features to include in the new system, Nintendo does a lot of research probing consumer opinions towards video games. To do so, Nintendo uses a(n) ____ that allows consumers to be the “judge and jury” in evaluating the quality of their new idea.
a.
concept test

b.
frame-by-frame test

c.
physiological assessment

d.
attitude study

Many consumers buy products that they perceive to have recognition, prestige and status, which would be considered ________ needs under Maslow’s hierarchy theory.
a.
affiliation

b.
esteem

c.
growth

d.
self-actualization

Scenario 7-6
Wood Carver Cabinet Makers recently developed a line of kitchen cabinets designed for new custom homes and kitchen remodeling jobs. The line of cabinets is to be called “Signature Hardwoods” and a new magazine advertising campaign is being tested. Each of the ads being tested has a photograph of a woodworker handcrafting some part of the cabinet. In addition, his or her signature is shown at the bottom of the page as an indicator that the cabinets are carefully hand made.

(Scenari o 7-6) Wood Carver recruited a group of consumers who werethinking about remodeling their kitchens and asked them a series of questionsabout selecting brands for their new cabinets. Later, Wood Carver showed theconsumers several of its magazine ads, after which they were asked severalquestions to measure their opinions towards the Wood Carver Cabinetproducts. What type of study did Wood Carver conduct?
a.
Attitud e change

b.
Though t listing

c.
Split-transmission

d.
Physiological

Scenario 5-3
While grocery shopping, Tina selects items that she regularly buys because she knows they taste good and she has used them for years. However, the usual Kraft cheese that she buys is not available, so she buys a similar brand of cheese that she hasn’t tried but has heard of before. Kraft cheese, being apopular brand, has managed to make itself known, and when most of the customers shopping at the store were asked which cheese they bought, most of them stated Kraft almost immediately.

(Scenario 5-3) When Tina finds out that Kraft cheese is not available, she buys another brand of cheese, which she hasn’t purchased before. As cheese isn’t the most important item on her list, she spends very little time picking an alternate brand of cheese. This is an example of .
a.
extended problem solving

b.
limited problem solving

c.
electronic word-of-mouth

d.
stratification

Scenario 2-6
Pink Inc. has approached Ripple Effects with the layout of an advertisement for its new product that it plans to advertise. Ripple Effects has agreed to provide Pink Inc. with the cast and crew required to create theadvertisement, choosing the location and the set up. Pink Inc. has employed Glamour, an advertising agency, to make the message theme of the advertisement more innovative. Glamour has charged the firm $50,000 per hour for its services.

(Scenari o 2-6) Glamour is an example of a __________ .
a.
direc t marketing agency

b.
digital/interactiv e agency

c.
medi a specialist

d.
creativ e boutique

AIO research can also be known as lifestyle research.
a. True
b. False

Test: Final (Chapters 9-16)
Radio syndication provides complete programs to advertisers on a pay-per-results basis.
a. True
b. False

Scenario 9-2
The Optima Bike Company manufactures broad-tire, three-wheeled, and two-wheeled bicycles mostly for the retirement market. Its primary market is seniors, usually those who live in retirement communities where there areclearly designated and safe bike paths. Seniors—and especially younger baby boomers—enjoy these recreational vehicles because they are easy and safe to ride. The company has had some early successes in Florida, Arizona, and California, where such communities thrive, but Optima now wants to expand to other retirement enclaves. It has learned from two well-conducted consumer research studies that the main way that male retirees buy the Optima line is through the urging of wives who want to exercise in some way other than playing golf.

Optima decides to engage an ad agency to capitalize on this consumer insight and promote its bikes to newer golf communities. It asks two agencies—Alpha Agency and Beta Agency—to pitch for its business and gives each a meeting in which it conveys the information above.

Alpha Agency is based in Miami and insists that its creative team is best suited to promote Optima. Its managers tell the prospective client that this team is well versed in advanced animation techniques and can dramatize thefeatures of Optima’s two- and three-wheeled bikes in a dynamic way. They’ll focus on how fast they can go and how they can “transform the ride” into an adventure—this has worked in other ads, and this will appeal to maleconsumers who need to be lured away from the golf course. Following this initial display of product prowess, they suggest a campaign that demonstrates how the bikes can be customized to be more “comfortable and attractive forthe ladies,” including pink seat options. They finish by asking whether the brand name can be changed to “something more exciting.”

Beta Agency is based in Los Angeles and promises to serve as Optima’s branding partner. It asserts that its creative philosophy is centered on long-term brand building. Its managers propose that they will develop the rightmessage by applying the research-based consumer insight that women want to use the bikes to entice their husbands to leave the golf course once in a while. They suggest that their successful work in building regionalappreciation for other brands, such as Sea-Doo water vehicles and Ski-Doo snowmobiles, indicates their prowess in branding similar but not directly competitive brands. They emphasize the difference that Optima offers in therecreational-ride category, and the consumer targets that differ from other brands. They close by complimenting this prospective client on how appropriate the brand name is, given its customer base and likely target consumer.

(Scenari o 9-2) As often happens in new client-agency relationships, BetaAgency and Optima Bike Company conduct a joint brainstorming sessionprior to finalizing the IBP campaign strategy. Sam Spokes, head engineer anddesigner for Optima, interrupts the session frequently, refuting agencystaffers’ spontaneous suggestions that women love bikes, a bike is like a golfclub, the bike will sell itself, and more. He also labels them as uninformedabout various technical aspects of bicycle mechanisms. How does Spokes’ behavior likely influence the brainstorming session?
a.
Negatively , by diminishing its purpose in inhibiting others from offeringideas freely

b.
Positively , by pointing out important aspects of product design andshowing expertise

c.
Neutrally , by making irrelevant and immaterial comments

d.
Positively , by winnowing out bad campaign ideas from good ones

An ad agency is an expert in placing advertisement messages in different media, like television, radio, magazines, and digital/social media. It effectively mixes and matches all of these media to make sure that anadvertiser’s message makes a positive impact on the target audience. It is also an expert in creating the schedule in which these messages will appear. This ad agency is working effectively as a:
a.
media vehicle.

b.
media bidder.

c.
media planner.

d.
media class.

Bill likes to view the programs that other channels are airing while an advertisement is being broadcast during the news; which of the following is he demonstrating?
a.
Narrowcasting

b.
Channel grazing

c.
Attention sharing

d.
Program rating

Sometimes it is a smart idea when an ad:
a.
lacks art/copy and a brand.

b.
uses an opposite approach to research.

c.
focuses on functional features.

d.
has a series of conflicting headlines.

Scenario 14-4
Optima Artistic Tools has been manufacturing art supplies, in Boston, for almost 100 years. It is a successful business that works with art stores around the nation. Optima produces materials for different varieties of media such as paints, pencils, charcoals, clays, brushes, papers, canvases; and also equipment such as palettes, easels, drawing tables, etc. Optima is ready to market these products online and has just hired an Internet advertisingconsultant, Visualizers Inc. It has aimed for a 9 percent profit from Internet sales by the end of next year.

(Scenari o 14-4) The marketers at Visualizers talk to Optima about banner adsthat have created problems in the online market. Which of the following islikely to be a common problem when banner ads are placed on the websites ofother firms?
a.
Thei r effectiveness cannot be measured or tracked.

b.
The y decrease Web page load times.

c.
The y add to high advertisement clutter.

d.
The y are easily imitated by competitors.

Consumer generated content (CGC) is produced when the creative team is given lists of suggestions and ideas for promoting the product that have been submitted by the public through emails, letters, or focus group transcripts.
a. True
b. False

Scenario 12-4
You scan job advertisements available in Dallas on craigslist.com and find what may be your dream job. The posting reads, “Entry-level position in media.” You click on it, and the ad says, “Motivated individual sought to aid in media planning and buying at an established advertising agency. Must have general knowledge of the media and be aware of the current challenges media buyers are likely to face. Salary negotiable.” You email your resume and cover letter to the contact person in the ad, and you receive a response setting you up for an interview next week.

(Scenari o 12-4) The interviewer says that it’s very important to calculate theeffective reach of each ad in order to make it effective and then asks you,”Can you tell me how the effective reach of an ad can be calculated?” Whichof the following should be your response?
a.
“B y calculating the total number of essential good mentions against thetotal number of bad mentions about a brand.”

b.
“B y measuring an ad’s brand expenditures relative to the overallspending in a product category.”

c.
“B y measuring the dollar cost of reaching 1,000 members of an audienceusing a particular medium.”

d.
“B y finding the number of consumers in a target audience that areexposed to an ad some minimum number of times.”

Traditionally, radio stations often streamed their content, including ads, online for free, but now some digital radio is _____________.
a.
the most expensive form of IBP

b.
required in IBP campaigns

c.
offered via a subscription basis

d.
only offered in U.S. media markets

Which of the following best defines brainstorming?
a.
It is an agreement on a concept for the good of a team’s objectives.

b.
It is an ongoing clash of ideas and decisions that results in chaos.

c.
It is an organized approach to generating ideas.

d.
It is a different cognitive style for resolving team conflicts.

An account planner is added to many creative teams to:
a.
watch the bottom line and monitor spending of advertising dollars.

b.
gather research that gives the consumer a voice.

c.
assist the account executive in connecting creatives to clients.

d.
handle media placement in an increasingly sophisticated market.

Which of the following is a characteristic of a creative brief?
a.
It replaces teamwork with individuality.

b.
It results from brainstorming in the creative department.

c.
It allows room for creativity.

d.
It sets primary goals for the client.

Despite their widespread use and their repetitive exposures during games, brand placements in video games do not affect purchase intent as much as placement in traditional media does.
a. True
b. False

Which of the following elements of advertising involves the structure itself and the plan behind the structure?
a.
Design

b.
Layout

c.
Copy

d.
Illustration

As a social process, advertising is marked by the struggles for control and power that occur within departments, between departments, and between the agency and its clients on a daily basis.
a. True
b. False

Which of the following is true of a body copy?
a.
It tells a complete story of a brand.

b.
It is more likely to be read by people than the headline and subhead.

c.
It is the visual component of an advertisement.

d.
It consists of fewer words than the subhead.

Sponsor-event congruity/fit is:
a.
where a consumer perceives a fit between a sponsor and event.

b.
a term in radio pulsing.

c.
Starcom MediaVest Group’s proprietary idea.

d.
not important in event sponsorship measurement.

In an era of cost cutting and shareholder scrutiny, companies are demanding ___________ across all functions, including marketing, advertising, and promotions.
a.
less transparency

b.
greater accountability

c.
less hours

d.
more venture capitalists

Which of the following is true of online communities?
a.
It depends on mass collaboration as individuals simultaneously create value for themselves and others.

b.
It cannot be used for addressing consumers during crisis management.

c.
It ignores consumer privacy, and people feel unsafe in sharing information on the Internet.

d.
It involves one-way messaging and online information retrieval.

Which of the following is true of Point-of-Purchase displays?
a.
Many retailers ignore them or throw them out.

b.
They are poorly constructed and often unusable.

c.
They are noticed only by a few consumers.

d.
They rarely get shipped to stores.

Advertisers are warned that they may face legal problems if they are not careful while conducting promotional activities. This is especially true of:
a.
sweepstakes and contests.

b.
price-off deals and rebates.

c.
in-store sampling and door-to-door sampling.

d.
mail sampling and newspaper sampling.

What additional benefit is great for the previous event sponsor but bad for the incoming sponsor?
a.
sponsor spillover

b.
event sponsorship measurement

c.
event social responsibility

d.
consumer psychology

When Geico insurance runs commercials on TV, it gets an advantage that cannot be matched by radio or print media. Which of the following advantages does it have?
a.
Low absolute cost

b.
Low cost-per-contact

c.
Less fleeting message than that used in print media

d.
Highly selective geographic targeting

Jingles and slogans are linked to a concept called ______, that is, they encourage repetition because they are catchy or prone to being repeated.
a.
rehearsal

b.
periodicity

c.
isochronism

d.
looping

In essence, a creative brief is a(n):
a.
set of guidelines to get the creative group moving in the right direction.

b.
informal contract depicting the responsibilities of the creative team.

c.
list of results to be expected from the ad campaign.

d.
solution to the primary problem of the ad campaign.