ch6

Question 1

what is the promotion

Answer 1

is the element in an organization marketing mix that serves to inform persuade and remind the marketing of the product or the organization selling it

Question 2

what is the five forms of promotion

Answer 2

person selling 
advertising 
sales promotion 
public relations
publicity

Question 3

what is the personal selling

Answer 3

is the direct presentaion of a product to prospective customer by a reprsentive of the organization selling it face to face or by phone and it may be directed to a middleman or a final consumer

Question 4

what is advertising

Answer 4

is impersonal mass communication that the sponsor has paid for and in which the sposor is clearly identified

Question 5

what is sales promotion

Answer 5

is demand simulating activity designed to supplement advertising and it facilitate personal selling it is paid by the sponsor and frequently involves a temporary incentive to encourage purchase

Question 6

what is public relations

Answer 6

encompasses a wide variety of communication efforts to contribute to generally attitudes and opinions toward an organization and its products

Question 7

most advertising and personal selling it does not include a specific massage true or false

Answer 7

true

Question 8

what is the publicity

Answer 8

is special form of public relations that involves news and stories about an organization or it is product like advertising it include impersonal message that reaches a mass audience through the media

Question 9

what several things that distinguish publicity from advertising

Answer 9

it is not paid for
the organization that is the subject of publicity has no control over it
it appears as news and therefore has greater credibility than advertising

Question 10

what the four factors that should be in account when determining promotional mix

Answer 10

the target market
the nature of product
the stage of product life cycle
the amount of money available for promotion

Question 11

what the variables affect in the choice of the promotional method

Answer 11

readiness to buy

Question 12

what is readiness to buy

Answer 12

awareness knowledge liking preference conviction and purchase are called the hierarchy of effects

Question 13

what is going in awareness stage

Answer 13

the seller task is to let the buyers know the product or brand exist here the objective is to build familiarity with the product or the brand name

Question 14

what is going in the knowledge stage

Answer 14

goes beyond awareness to learning about the product features

Question 15

what is liking stage

Answer 15

to how the market feels about the product or brand

Question 16

what is the common technique in liking stage

Answer 16

a is to associate the item with attractive symbol or person

Question 17

how to create preference

Answer 17

is to distinguishing among brands such that the market prefers yours

Question 18

what is going in convication stage

Answer 18

entails the actual decision or comimtment to purchase

Question 19

ممكن يكون في حاجات استثنائية زي ان يكون الشخص مش معاه المال الكافي
true or false

Answer 19

true

Question 20

personal may be adequate in the small local market

but if you want to broaden the advertising is the solveing true or false

Answer 20

true

Question 21

type of customer

Answer 21

promotional strategy depend on what level the the distribution channel wants to influences
the consumer and middleman buy the same product in they must have different strategy

Question 22

a market with only one type of customers will call for a different promotional mix than market with many target markets
true or false

Answer 22

true

Question 23

the fewer potential buyers there are the more effective personal selling is compared with advertising
true or false

Answer 23

true

Question 24

the nature of the product

Answer 24

if the product low unit value it would be uncomatiple and it will use ads
if the product high unit value it is good to use the personal selling

Question 25

degree of customization

Answer 25

if a product must be adapted to the individual customers needs personal selling is important
the benefits of most standardized products can be effectively communicated in ads

Question 26

product that need to explain personal selling fit it should keep them in good working
true or false

Answer 26

true

Question 27

in introducation phase in promotional stage

Answer 27

exhibits at trade

Question 28

promotion startgy is aimed primarlyat middelman called

Answer 28

push strategy

Question 29

promotion startegy is aimed primarly at end user called

Answer 29

pull

Question 30

what is push strategy mean

Answer 30

the channel member directs its promotion primarly yat middleman that are the next link forward in the distribution channel push strategy has many personal selling and sales promotion

Question 31

what is the promotional campaign

Answer 31

is planning the promotional program for an organization management should think in terms of the campaign concept

Question 32

what is the campaign

Answer 32

is coordinated series of promotional efforts built around a single them and designed to reach a specific goal in a defined period of time