Chapter 1

Question 1

types of promotional activities

Answer 1

direct marketing
event sponsorship
interactive marketing
PR

Question 2

marketing

Answer 2

activity, set of institutions, and processes for creating, communicating, delivering and exchanging offerings that have a value for customers

Question 3

exchange

Answer 3

something of value between parties

give something up to another party

Question 4

benefits are

Answer 4

functional, experiential or psychological

Question 5

costs

Answer 5

money or effort toward something

Question 6

IMC

Answer 6

coordinate various promotional elements that communicate with firms customers. make sure activities are unified

Question 7

IMC goal

Answer 7

short term financial returns, long term brand and shareholder value

Question 8

promotion

Answer 8

coordination of all seller-initiated efforts to

• set up channels of info and persuasion
• sell goods and services or promote an idea

Question 9

promotional mix

Answer 9

tools that accomplish an organizations communication objectives

Question 10

elements of the promotional mix

Answer 10

advertising
direct marketing
digital marketing
sales promotions
PR
personal selling

Question 11

advertising

Answer 11

any paid form of nonpersonal communication about org

Question 12

nonpersonal advertising

Answer 12

mass media
large groups see it
no immediate feedback

Question 13

benefits of advertising

Answer 13

mass media = most cost-effective

build brand equity by influencing consumer perceptions

Question 14

national advertising

Answer 14

done on nationwide basis/most regions in country

Question 15

retail/local advertising

Answer 15

shop at specific store
use local service
patronize establishment

Question 16

primary demand advertising

Answer 16

stimulate demand for general product class

Question 17

selective demand advertising

Answer 17

creates demand for specific company’s brand

Question 18

B2B advertising

Answer 18

targets individuals who buy/influence the purchase of industrial goods for their company

Question 19

professional advertsiing

Answer 19

target professionals, encourage to use company’s product in their business operations

Question 20

trade advertising

Answer 20

target MKT channel members to stock and promote the manufacturer’s branded products to their customers

Question 21

direct marketing

Answer 21

communicating directly with target customers to generate a response or transaction

Question 22

direct marketing involves

Answer 22

database management
direct selling
telemarketing

Question 23

direct response advertising

Answer 23

encourages the consumer to purchase directly from the manufacturer

Question 24

interactive media

Answer 24

allow user to modify form/content of their info they receive in real time

Question 25

social media

Answer 25

online means of communication to create/share/exchange content

Question 26

mobile marketing

Answer 26

messages delivered are specific to consumer location or consumption situation

Question 27

sales promotion

Answer 27

- stimulate immediate sales | - MKT activities which give extra value to sales force, distrib, and consumer

Question 28

is brand loyalty increasing or decreasing

Answer 28

decreasing

Question 29

is consumer sensitivity to promotional deals increasing or decreasing

Answer 29

increasing

Question 30

publicity advantage

Answer 30

high credibility and low cost

Question 31

publicity disadvantage

Answer 31

organization doesn't control it | negative stories can damage

Question 32

PR

Answer 32

evaluates public attitudes and maintain positive image

Question 33

contact/touch point

Answer 33

every opportunity customer has to see/hear about company

Question 34

4 types of contact/touch points

Answer 34

company created intrinsic unexpected customer-initiated

Question 35

MKT plan

Answer 35

``` situation analysis MKT objectives target market strategy evaluate performance ```

Question 36

internal analysis

Answer 36

assess firm and areas involving product/service offering

Question 37

external analysis

Answer 37

focus on characteristics of firm's customers, segments, positioning and competitors

Question 38

MKT objectives

Answer 38

determine what wants to get done with MKT program (sales, share, profit)

Question 39

COM objectives

Answer 39

determine what firm wants done with promotional program