chapter 12

Question 1

6 communication tools

Answer 1

advertising, personal selling, sales promotion, public relations, direct marketing, event sponsorship

Question 2

marketers seek out consumers by widely broadcasting messages. (advs, direct mail, email, personal selling)

Answer 2

outbound marketing

Question 3

interested consumers find the product and its messaging by using online techniques that marketers facilitate

Answer 3

inbound marketing

Question 4

paid form of media used for non-personal communication to consumers about an organization, good, service, or idea

Answer 4

advertising

Question 5

common advertising appeals include

Answer 5

fear appeals, sex appeals, humorous appeals

Question 6

buyer turnover

Answer 6

how often new buyers enter the market to buy the product

Question 7

purchase frequency

Answer 7

more frequently the product is purchased , less adv is required

Question 8

forgetting rate

Answer 8

speed which buyers forget the brand if advs is not seen

Question 9

product placement
branded entertainment

Answer 9

-inclusion of a product such as a soft drink in a movie or tv.
-a creation of an entire movie or tv episode around a brand

Question 10

two basic types of sales promotion

Answer 10

consumer, trade

Question 11

personal selling

Answer 11

costly, time-consuming, face-to-face

Question 12

push strategy focuses on
pull strategy focuses on

Answer 12

-distributors, wholesales, retailers
-consumers, media, public